Manforce Condoms, a condom brand under Mankind Pharma, has launched a digital campaign, #ManforceHaiTohPossibleHai, for World Population Day. The campaign aims to raise awareness about population growth, using humour to engage the audience. It addresses population issues without directly showcasing the product, aiming to make the word ‘Condom’ synonymous with ‘Manforce.’ Joy Chatterjee, associate vice president, sales and marketing, Mankind Pharma, talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
Considering that World Population Day is observed to highlight the issue of overpopulation, our brand Manforce Condoms took the opportunity to come up with a campaign on the occasion. As a condom brand, we continuously urge people to exercise safe sex and avoid unwanted pregnancy, therefore the essence of the day perfectly resonates with our core messaging, encouraging us to devise a campaign that further amplifies the messaging among the audience.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
From the beginning, we wanted the campaign to be humorous for adding to the excitement of the audience. Considering that masses are very likely to connect with funny content and engage with it invariably, we were keen on making the ad hilarious. While making it funny, for aligning with the occasion and achieving our purpose of creating awareness around overpopulation, it was essential to make it relatable for the audience. As a result, the narrative was made dramatic with a movie type setup to grab the attention of the audience and create a recall value for the brand at the same time.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
The major challenge for us was to integrate the entire messaging of the campaign with the property of Manforce Condoms, ‘Condom Nahi Manforce Bolo’ while not compromising the essence of World Population Day. It was very difficult to bring about the confluence of two entirely different entities while doing justice to both the messaging.