Manforce ad crosses 20 million views on YouTube

By Suraj Ramnath , afaqs!, Mumbai | In Digital | November 27, 2017
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"We knew it would disturb and shock," says agency.

Recently, ADK-Fortune, a 50:50 joint venture between Japanese agency ADK and WPP's JWT, released a digital campaign for Manforce Condoms - #ShutThePhoneUp. The film has crossed 20 million views on YouTube within the span of just four weeks.

We spoke to ADK-Fortune's ECD and senior vice president, Akashneel Dasgupta and asked him if they expected this kind of response. He says, "We certainly were expecting a good response. We were sure that it would create a lot of unease amongst the viewers. It will disturb and shock. But that it would see these kinds of numbers; it certainly went much beyond our expectations. Interestingly it has done an organic million plus views on at least 5-10 different pages on Facebook. And on the brand's page, we are expecting to touch 10 million; mostly organic."

Akashneel Dasgupta Akashneel Dasgupta

The agency has not only been handling Manforce Condoms but several other brands of Mankind Pharma since March 2014. The other brands include Preganews, Gasofast, Adiction, Acnestar, Kaloree1, Ringout and others. The agency also handles brands of Pathkind Diagnostics which is a division of Mankind Pharma.

ADK-Fortune which was launched in the year 2010, has two offices (Delhi and Bengaluru) and employs about 70 people combining both offices. In the recent past, the agency has hired four people in its digital team which handles a separate set of clients. It plans to come up with its digital division in the future. Currently, Subroto Pradhan, managing partner, ADK-Fortune, handles the business for the agency.

Apart from Mankind Pharma and Pathkind Diagnostics, the agency's client list includes RSPL Group, Honda Two-Wheelers, MRF Tyres, Greenlam Industries, Ashok Leyland, and Radico Khaitan among others.

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