Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
OBJECTIVE: To increase the use of condoms in India and encourage people to say the word ‘condom’ openly.
MEDIA STRATEGY: ‘Say-CONDOM-aloud’ opportunities were created where the consumer had to say the word ‘condom’ aloud and initiate a discussion about condoms. Buzz was created around the word by replacing the word Kabbadi with condom in the popular local sport. Consumer fancy for ringtones was targeted by leveraging the word ‘condom’ as a ringtone.
EFFECTIVENESS: As per NACO, condom sales through government channels grew by 85 million units during the campaign period.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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