Manforce Condoms, a brand under Mankind Pharma, has launched a digital campaign titled #CondomNahiManforceBolo. The campaign aims to dominate online searches related to condoms by promoting the use of ‘Manforce’ instead of ‘condom.’ It plans to run for a year, focusing on establishing Manforce Condoms as the preferred choice for consumers.
“Our idea behind the #CondomNahiManforceBolo campaign is to make sure everyone knows that Manforce Condoms is the No. 1 choice in India. By encouraging everyone to say ‘Manforce’ when they talk about condoms, the brand aspires to underscore the trust and credibility it has created in the industry over the years. For further strengthening the campaign, we have also roped in various influencers and leveraged e-comm, quick comm, and product placement for this campaign in a continuous manner,” Joy Chatterjee, associate vice president, sales and marketing head, Mankind Pharma, said.
The campaign kick-started with a collaboration featuring actor and content creator Dolly Singh. The video showcases Dolly mentioning ‘condom’ during a shoot, prompting the crew to advocate for #CondomNahiManforceBolo. The brand intends to maintain a quirky tone throughout the campaign and leverage influencers, user-generated content (UGC), and social media for amplification. The campaign’s strategy includes targeting various media platforms to generate buzz and engagement.
“The campaign resonates with our objective to instate the supremacy of Manforce Condoms in the segment. Having come a long way in establishing its position in the market, in tandem with the brand, we work towards the unified goal of familiarising Manforce Condoms as a name synonymous with condoms among the audience,” Shradha Agarwal, co-founder and CEO, Grapes, said.
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