afaqs! news bureau

Manforce advocates #ShutThePhoneUp for the third time

Manforce Condoms, a subsidiary of Delhi-based pharma and wellness company Mankind Pharma, has unveiled the third installment of its viral campaign 'Shut The Phone Up'. Titled 'Shut The Phone Up 3.0', the ad film carries forward the conversation of safe sex in the light of technology.

Much like its prequels, the ad film showcases a diabolical side of technology, especially when it’s coupled with intimacy. Urging people to 'shut the phone up' in their intimate moments, this time the ad film concocts a narrative around how filming sexual activities, especially with a partner can spark future repercussions.

With many young couples filming their moments of intimacy, the number of people vulnerable to voyeurism and pornography is on the rise. Most of these incidents are perpetrated by ex-partners of the victims. The new installment of the campaign urges people to not put themselves in such compromising positions. And if somehow they find themselves in such a situation, to not shy away from approaching the Cyber Crime Cell.

Commenting on the campaign, Rajeev Juneja, chief executive officer, Mankind Pharma says, “As a responsible brand, we take pride in sensitising couples about safe sex. This time we have a strong message to those who trust their partners blindly and later fall prey to their blackmailing.”

The ad film has been conceptualised and executed by ADK Fortune Communications Pvt. Ltd., Gurgaon. Speaking about the conception of the idea, Subroto Pradhan, managing partner, ADK-Fortune says, “People don’t know that there are laws to safeguard their rights, and hence many sex crime cases go unreported. When Akashneel came up with this brilliant idea, we were clear that we wanted to spread this awareness through the courage and belief of one such victim. She gathers courage to approach the right authority at the right time to protect her rights.”