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<ul><li>90% of Indians are indulging in sex before they turn 30.</li><li>10% of women in the age group of 25-49 had sex before 15 and 38% before 18. </li><li>11% of unmarried men and 2% of unmarried women in the 15-24 age-group acknowledged having had sex before marriage. </li></ul>Sex, that thing that happens when two flowers collide in Bollywood movies, is something 90% of Indians are indulging in before they turn 30, according to a <a href="https://www.livemint.com/Politics/RC0cvSgItInzrPBjAZ3f2L/Sex-in-India-What-data-shows.html">study</a> by The <a href="http://www.indiaenvironmentportal.org.in/files/file/national%20family%20health%20survey%20-%20India%20fact%20sheet.pdf">National Family Health Survey 2015-16</a>. In fact, it seems people are having sex at a rather ripe age in India, especially women - 10% of women in the age group of 25-49 had sex before 15 and 38% before 18. Now, some may consider this a sign of forward thinking, after all, Indians are the ones who came up with the <keyword id="55043" type="PERSON" weightage="20" keywordseo="Kamasutra">Kamasutra</keyword>. However, it is sadly quite the opposite. Women primarily get married off in India much earlier than men, ergo the age at which they have sex is significantly lower. The survey gathered information on population, health and nutrition from the entire nation using a Computer Assisted Personal Interviewing technique in which the respondent or interviewer uses a computer to answer the questions. While the survey is meant to honestly reflect the ground reality, chances of people falsely reporting their sexual encounters is a tad higher in India particularly because sex as a topic is still taboo in the country. A certain obvious trend that one can’t help but notice is how women end up drawing the short straw because in most cases sexual intercourse is being thrust upon them because they get married at a younger age. In fact, 26.8% women in the age group of 20-24 years married before they turned 18. Age, sex and sexual intercourse According to the survey, the median age at first sexual intercourse is 19.1 years for women (age-group 25-49). By age 20, 58% of women age have had sexual intercourse in the same age-group. In contrast, men in the same age group initiate sexual intercourse at age 24.3 years on average, five years older than women. One percent of men (age-group 25-49) first had sexual intercourse before age 15 and 7% had sexual intercourse before age 18. By 25, 55% of men have had sex. Age, sex, marriage and sexual intercourse The study compared the median age at first intercourse with the median age at first marriage to gauge whether respondents engage in sex before marriage and the results were quite predictable, most respondents claimed they only had sex after marriage - the median age at first marriage for women (age-group 25-49) was 19.0 years, which was almost the same as the median age at first sexual intercourse, 19.1 years. However, only 11% of unmarried men and 2% of unmarried women in the 15-24 age-group acknowledged having had sex before marriage. In a nation where unmarried couples are literally <a href="http://www.newindianexpress.com/nation/2018/may/01/couple-beaten-up-for-hugging-in-kolkatas-dum-dum-metro-station-1808802.html">flogged</a> for hugging in public, this result is hardly surprising. Urban-rural divide Based on the study, urban women tend to have sex almost two years later than their rural counterparts in the age-group 25-49 The median age of an urban woman’s first sexual encounter is 20.3 years as against 18.6 years for women in rural areas. Educational divide The study also found that educated women had sex for the first time later than uneducated women. There is a gap of 5.3 years in the median age of first sex between those with no schooling and those with 12 or more years of schooling in the 25-49 age-group. Women having 12 or more years of schooling marry much later than others. The median age for first marriage for women (age 25-49) increases from 17.2 years for women with no schooling to 22.7 years for women with 12 or more years of schooling.

Women are having sex in India at an earlier age than men

<ul><li>As compared to last year, there has been a 30% increase in the <keyword id="8398768" type="UNKNOWN" weightage="20" keywordseo="sale-of-condoms">sale of condoms</keyword> driven by demand from non-metros. </li><li>The growth driven by lack of access to variety, hesitancy to purchase from the store.</li><li>Popular condom brands on Snapdeal include Durex, Kamasutra, Skore, Kohinoor, and Manforce.</li></ul>Snapdeal has revealed that 56% of condoms on its platforms are bought by the audience sitting in Tier III cities and beyond. As compared to last year, there has been a 30% increase in the sale of condoms driven by demand from non-metros. Eight out of ten orders of condoms were from non-metros. 56% of the demand from non-metros was from Tier III cities like Imphal, Moga, Aizwal, Agartala, Ernakulam, Malapuram, Shillong, Silchar, Udaipur, Hissar, Nagaon, Bardhaman, Dibrugarh, Kanpur, and Ahmednagar. Sexual health wellness and population control is an important focus in India. The growth and demand for condoms on Snapdeal is driven by a lack of access to a huge variety in non-metros. As Snapdeal has a discreet shipping policy for these products, users have also become confident and more open to buying condoms from the platform. “Considering the continuing hesitation around the subject of sex and its education, people are still reluctant to purchase condoms from a store. Online marketplaces have become a go-to place as it provides discreet and hassle-free purchase, which has led to increasing volumes,” says a Snapdeal spokesperson. Popular condom brands on Snapdeal include Durex, Kamasutra, Skore, Kohinoor, and Manforce. This National <keyword id="34644" type="PERSON" weightage="20" keywordseo="World-AIDS-Day">World Aids Day</keyword>, Snapdeal launched special discounts of up to 50 percent on bestselling condoms. The offer runs for the entire week. Snapdeal has put together a range of over 600 different condoms.

Snapdeal reveals 56% of sale of condoms on its platform comes from Tier III cities and beyond

<ul class="summary-list"><li>Some lesbian <keyword id="87170" type="PERSON" weightage="60" keywordseo="sex-positions">sex positions</keyword> - like missionary and 69 - work for people of any gender.</li><li>Experimenting with toys like a vibrator or a double-ended dildo can also help spice up <keyword id="6355231" type="UNKNOWN" weightage="60" keywordseo="Sex">sex</keyword>.</li><li>For intimacy involving genital-to-genital contact, try different methods of scissoring. </li></ul>Traditional texts like the Kamasutra offer numerous positions for heterosexual couples, but what about lesbian couples, and other people with vulvas who have sex with each other?Note: People with vulvas may be better at pleasuring each other than other couples. According to a <a href="https://link.springer.com/article/10.1007%2Fs10508-017-0939-z" target="_blank" rel="noopener">2017 study, </a>86% of <keyword id="24273" type="COMPANY" weightage="60" keywordseo="Lesbians">lesbians</keyword> surveyed said they orgasmed usually or always during sex compared to 65% of heterosexual women and 66% of bisexual women. In this article, we offer five sex positions and explain how lesbians, and other people with vulvas, can perform each one to maximize their partner's, as well as their own, pleasure.<h2>1. 69</h2>A tried and true sex position, 69ing is for people of all genders and anatomy types, and it's no different for two partners with vulvas. How to do it:<ol><li>One partner lies down flat.</li><li>The other partner gets on top and straddles their partner, facing their feet.</li><li>If you want to use your hands for stimulation the partner on top should align their hips around the bottom partner's chest or waist. If you want to do oral 69, the partners should be aligned faces to vulvas.</li><li>From there, both partners can simultaneously stimulate each other with hands, toys, or mouths.</li></ol>"I like this position because it gives each partner a lovely view and is usually comfortable for both partners," says <a href="https://girlsex101.com/about/" target="_blank" rel="noopener">Allison Moon</a>, sex educator and author of <a href="https://girlsex101.com/product/girl-sex-101-black-white-edition/" target="_blank" rel="noopener">Girl Sex 101</a> and <a href="https://girlsex101.com/getting-it-new/" target="_blank" rel="noopener">Getting It: A Guide to Hot, Healthy Hookups and Shame Free Sex.</a><h2>2. Scissoring</h2>"Scissoring gets a bad rap and is often dismissed as a myth. I'm here to tell you, it's totally a thing, and a lot of people really enjoy it," says Moon. How to do it:<ol><li>One partner lies on their back or side with their legs spread, or sits propped up with legs spread.</li><li>The other partner positions themselves lying or sitting the opposite way with legs spread, and slides their body closer to their partner until both of their vulvas are touching. </li><li>The partners grind their vulvas together and experiment with what different sensations feel good.</li></ol>You can also experiment with different ways of rubbing vulvas together, even if it isn't in the traditional "scissor" shape. Note: Scissoring involves genital-to-genital contact and runs the risk of STIs. Moon recommends using a lubed-up <a href="https://www.cdc.gov/condomeffectiveness/Dental-dam-use.html" target="_blank" rel="noopener">dental dam</a> between your vulvas for safe scissoring. <h2>3. Sharing a vibrator</h2>This is an easy way to amp up the pleasure with some intense clitoral stimulation. "It's the best bet for the elusive simultaneous orgasm that so many people seek," says Moon.How to do it:<ol><li>Grab a large-headed vibrator such as a Magic Wand.</li><li>Get into a position that will allow both partners to have their clitorises up against the vibrator -- you can do this in a scissoring position, one partner straddling the other, or entwining your legs and pressing the vibrator in between your vulvas. </li></ol><h2>4. Missionary</h2>The missionary position is a standard for penetrative sex, but it doesn't need to involve penetration.<a href="https://www.modernintimacy.com/dr-kate-balestrieri-sex-therapist/" target="_blank" rel="noopener">Kate Balestrieri, PsyD</a>, sex therapist and founder of <a href="https://www.modernintimacy.com/" target="_blank" rel="noopener">Modern Intimacy</a> recommends this position due to its versatility, since it allows the partner on top easy access to pleasure the partner lying down in a variety of ways.How to do it: <ol><li>One partner lies flat on their back. </li><li>The other partner gets on top facing forward.</li><li>From here, the partner on top can stimulate their partner's vulva with their hands, mouth, or a toy. </li><li>If you're using a strap-on, the partner on top wearing the strap-on can easily penetrate their partner in this position.</li></ol><h2>5. Using a double-ended dildo </h2>Using a double-ended dildo in your preferred positions can be a fun way for both partners to enjoy a toy at once. A benefit is that you can engage in either vaginal or anal penetration here, whichever you prefer, says Balestrieri. How to do it:<ol><li>Grab a double-ended dildo of your choosing.</li><li>Get into a position of choice that allows you to both have the dildo inserted simultaneously. </li></ol>Balestrieri says this position can work in missionary, doggy style (one partner on all fours and the other behind), sitting and facing each other, or spooning. <h2>Insider's takeaway </h2>There's a wide variety of sex positions that two people with vulvas can engage in, and there's no limit for how you can experiment with these positions and make them your own. Try out a bunch of different moves with your partner to see what you enjoy most, so you can both experience maximum pleasure.<a data-type="60c2683d16fb0734762ae650">5 of the steamiest sex positions for gay men, according to a sex therapist</a><a data-type="60ba5526bac76127fc4fe148">6 creative car sex positions to steam up the windows</a><a data-type="60870d70bac7610a9664025e">6 creative oral sex positions that are hot and heavy but easy on the neck, according to sex therapists</a><a data-type="605e288633ddca64ae51d564">Sex therapists share the 6 best-of-the-best sex positions for maximum pleasure</a>

5 steamy sex positions for lesbians, according to a sex therapist

<ul><li>Reckitt’s Durex has launched its first-ever product innovation for the Indian market, thin flavored condoms.</li><li>It got around 12 influencers to spark conversations on social media about bedroom distancing to create interest around the launch of its new product and advertisement.</li><li>The brand is trying to expand its reach in Tier II and III markets with its latest innovation.</li><li>Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt talks to us about the campaign, larger marketing strategy that has helped Durex become one of the category leaders in less than six years, focus areas for H2 2021, and larger vision for the brand.</li></ul>When Reckitt’s Durex launches a new product in the market, it is hard to miss it because there’s a massive conversation on the social media universe involving multiple A-list influencers and celebrities. The brand knows how to build curiosity and hold consumers’ attention till the very end. Durex usually starts its campaign by giving its consumers a little sneak peek with a poster. To build on this buzz further, the brand shares some intriguing data points which encourage consumers to talk about their own stories. It is followed by a teaser, influencer collaboration, and finally the big reveal - the product advertisement. In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms and Invisible Condoms. For the former, it started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solutions for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap. For the second product launch, Durex’s Invisible Condoms, it used a counter-intuitive approach and asked consumers to forget condoms. The idea was to create interest around its thinnest condoms. For the launch of Thin Flavoured Condoms that come in Chocolate, Strawberry and Bubble gum, Durex followed a similar route. It divided its campaign into three legs: get people talking on social media about #EndBedroomDistancing, launch the TV spot that employs a metaphor to demonstrate how Durex Extra Thin Flavoured condoms can help end it and the third act of the campaign continues the conversation with memes and influencer posts. The campaign is conceptualised by <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>. The first leg of the campaign saw participation from celebrities and influencers like Harshvardhan Rane, Badshah, Abhijeet, Prateek Babar, with posts on their profiles wondering what’s bedroom distancing. Two days later, Durex announced India’s thinnest condoms. The same influencers also posted a second set of videos on their respective profiles, revealing what the buzz was all about, and then came the final commercial unveiling the product. <div type="Youtube" id="10fRuRwzAMg" title="Durex Extra Thin Flavoured Condoms | #FeelTheFlavour" thumbUrl="https://i.ytimg.com/vi/10fRuRwzAMg/mqdefault.jpg"></div> According to Durex’s consumer survey, over 60% of condom sales in India are in the flavoured condoms category. However, it identified a gap: the focus in the category has primarily been on flavours and not on product innovation addressing intimacy issues faced by the consumers in this segment. And that’s how the idea of launching thin flavoured condoms was born. This is Durex’s first product which is primarily made for India. Sharing the insight behind the campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt said, “The objective of the campaign was to get everyone talking about it. This is the first time we have created an innovation specifically for the Indian market. To make people aware of this innovation, we decided to take the ‘classic Durex route’ -- create a campaign that could actually lead to a lot of conversation. The difference between Durex’s advertising and many other brands is that we put consumers at the heart of our marketing. Our campaigns always have something intriguing, which pulls the consumer in and this time, this whole notion was bedroom distancing. We take something that is topical, this time, unfortunately, it is the notion of social distancing and combine it with something unexpected, which is what leads to conversation. Reduction of distancing here is in with the promise of the product to bring both partners, physically and emotionally, closer.” Durex partnered with 12 influencers and celebrities to create buzz around its launch. It followed a simple filtering system: how popular is the influencer among its target audience, how well does their market image fit with Durex and how credibly will the influencer convey the message. It is due to the brand’s partnership with influencers that there’s a lot of chatter on social media around its campaign and Gandhi is hoping that this would translate into ROI and sales on the ground. <cmsannotation type="cmsannotation" annotationid="Becoming the second largest player in 6 years" text="Becoming the second largest player in 6 years">Becoming the second largest player in 6 years</cmsannotation> Condoms are still a hush-hush concept in India and condom marketing is an equally tricky business. So it is important for condom brands to create conversations that are risque and yet tasteful, and Durex has mastered it over the years. It is because of its strong marketing strategy that the brand has grown from strength to strength. Six years ago, when Reckitt launched Durex, it was competing against Manforce with a 32.4% market share, followed by Moods, Skore, Kamasutra and Kohinoor. In 2017, it onboarded Ranveer Singh to cater to India’s youth. In 2019 came its revolutionary campaign, Orgasm Equality and Durex started working on building an inclusive conversation in the category. With its Bees and the Birds campaign in 2020, Durex upped its marketing strategy by catering to adolescents through art and literature. When most brands in the category objectified women, Durex spent huge marketing dollars changing the narrative, targeting them and establishing itself as a brand that cares about making a difference. Its active moment marketing has also helped Durex stay on top of the mind. According to Neilsen, the condom category is dominated by Manforce with a 32.4% share in value, followed by Durex at 13.8%. So we asked Gandhi about what worked for the brand, it's larger marketing strategy and success mantra. He said, “The most important metric for us is, obviously, business results. We are very focused on ensuring that every marketing dollar that we spend gives us a return in terms of business results. The leading indicator for us is driving conversations, sentiment, reach, and frequency. Ultimately, we are looking at equity.” “Our marketing objective has always been to normalise talking about sex in India. Now, the challenge for us is how do we keep getting better,” added Gandhi. For the rest of 2021, Durex would be focusing on making its Thinnest Flavoured condoms more available in our country and working on campaigns that redefine pleasure “It is more than just a market share game for us. It is about shaping the category, we try to offer the unexpected to our consumers. While we are focused on business results, we believe results will come not just from market share but by redefining the category which is far more equal, inclusive and pleasurable. We want condoms to be something which is normal for everyone, something that is used for pleasure and not just for protection. Apart from that, making sure that our Thinnest flavoured condoms are available more and more is definitely a big focus area. The smaller towns are going to be a big focus area too. This innovation was created for the non-metros,” shared Gandhi.

How Durex cleverly uses influencer marketing to trigger conversation around its new product launches

Every year since 1988, <keyword id="34644" type="UNKNOWN" weightage="80" keywordseo="World-AIDS-Day">World AIDS Day</keyword> is held on December 1 providing an opportunity for people all over the world to unite in the fight against <keyword id="6363554" type="COMPANY" weightage="100" keywordseo="HIV">HIV</keyword> and lend their support for people living with HIV while remembering those who’ve lost their lives fighting it. 
 
While it is estimated that globally there are approximately 34 million people living with the virus, closer home there is an estimated 10 lakh people living in India who’ve been diagnosed with HIV. This, despite the country’s satisfactory run of its AIDS control programme which has managed to register a 57 percent decrease in new infections in the past decade. 
 
As is the case with the fight against every disease, awareness is the key. And, in case of <a href="http://www.businessinsider.in/searchresult.cms?query=HIV">HIV</a>, battling stigma and discrimination becomes all the more sacrosanct too. 
 Doing their bit on this World AIDS Day, hyperlocal quick-delivery service <keyword id="2466939" type="UNKNOWN" weightage="80" keywordseo="Grofers">Grofers</keyword> and taxi aggregator <a href="http://www.businessinsider.in/searchresult.cms?query=uber">Uber</a> have taken it upon themselves to make a genuine effort to help raise awareness about HIV. 
 
Gurgaon-based <a href="http://www.businessinsider.in/searchresult.cms?query=grofers">Grofers</a> is offering its customers one premium KamaSutra SKYN condom for free the whole of today as a part of its initiative for World AIDS Day. 
 
 
 
It is possible for a customer to checkout on the app only availing of the free <a href="http://www.businessinsider.in/A-condom-shortage-is-distressing-India-in-moreways-than-one/articleshow/49685994.cms">condom</a> and not any other item. However, the quantity of the condom is restricted to one. 
 
At a time when India, as a country is still shy discussing about sex and instead is happy to treat the subject as a taboo, it’s heartening to see a startup leading the way in shaping a discourse towards discussions related to the importance of protection. 
 
Uber on the other hand has joined hands with (RED) in a bid to enable riders to drive towards an AIDS-free generation. 
 
The organization (RED) which has been working towards spreading awareness about AIDS, has set its sights on eliminating mother-to-child transmissions of HIV globally by 2020. On its part, Uber has ensured that its riders in more than 150 cities nationwide get an opportunity to join in on the fight on Tuesday by choosing to ride (RED) and donate $5 above their normal fare. 
 
The red ribbon is widely considered to be the symbol of AIDS awareness. 
 
On their website, Uber has also announced that cars in the app will turn red to drive awareness around the cause around the world. Riders can choose the (RED) option in the app to choose their ride, which will be the same as usual. 
 
At the end of the trip, an SMS will be sent to the rider asking if they would like to donate $5 to the Global Fund and riders are expected to reply with a YES.

World AIDS Day: Grofers is distributing Condoms even as Uber turns
Red!

In what would be marked as a red letter day for <keyword id="729067" type="ORGANIZATION" weightage="100" keywordseo="LGBTQ">LGBTQ</keyword> worldwide, the <keyword id="58853" type="ORGANIZATION" weightage="100" keywordseo="US-Supreme-Court">US Supreme Court</keyword> legalised <keyword id="6464875" type="PERSON" weightage="100" keywordseo="gay">gay</keyword> marriages all over country in a landmark judgement. From people coming out on the streets to people taking to social media to celebrate, it was made an example to be followed by the rest, especially with existence of controversial laws which criminalising LGBT rights and activities, and India is one of them. But the question that arises is, will India ever get there? <keyword id="15486" type="PERSON" weightage="100" keywordseo="Onir">Onir</keyword>, the award-winning Indian film director of movies like <keyword id="657459" type="ENTERTAINMENT" weightage="100" keywordseo="My-brother-Nikhil">My Brother...Nikhil</keyword>, I Am, Bas Ek Pal, talks to Business Insider India about growing up gay in India. 
 

	What is your opinion on the US Supreme Court’s judgement legalising gay marriages and its impact in India?
 

	It comes at a time when in 2013 the Supreme Court of India took the opposite stand, turning down the Delhi High Court verdict. It signifies that we cannot ignore LGBTQ rights for long, as we are being the largest democracy in the world. India will not be a true democracy till all the citizens of the country (different minority communities, gender and sexuality) have equal rights. The act should go as it’s really long overdue.
 

	What pleasantly surprised me was when the US Supreme Court judgement was announced, many people put up rainbow flag as their profile picture on social network like Facebook. I have never seen this kind of reaction coming from everybody, irrespective of their sexuality preferences and gender. For the first time seeing so much support for human rights in this country is very encouraging and I hope the global phenomenon would also give a push to the change happening within our country.
 
 

	How is India as a place for LGBTQ community?
 

	I think that, traditionally, before the colonial British came in and brought in Section 377, Indian as a culture has been much more accepting. Like, if you look at our mythology, there has been a whole concept of Ardhanarishwar (that is, everyone is part male and part female at the same time).Even if you look at Kamasutra and at its different forms of sexuality, sexuality has been celebrated in this country. Unfortunately, because of the Victorian morals and the laws that the British brought in, we are still holding onto those laws. But I think as a civilisation, India has a culture of being more inclusive. We have accepted different forms of religion, caste, culture; it is such a homogeneous country. I think that spirit needs to be celebrated in terms of acceptance of sexuality also. 

	 
	 
	 
	How was your experience growing up gay in Indian society?

	 
	 
	I have been fortunate for being a part of a very encouraging family and friends but my identity is not just my sexuality. I have never faced problems within the family and my friends circle. I told about this to my sister when I was 19 years old. They love me for who I am and not on the basis of my sexuality. I gain all my strength because of their support. 
	 
	 

	Yes, it does not feel good to be in a country where your identity is by law criminalised, and that is something that hurts me the most. That is why I have always been vocal about LGBTQ rights. More than anything, it is human rights violation that is happening here. But having said that, it is also because of law and society the representation of the community in all aspects of life is scant. 

	For example my last film, I Am, which got the national award for the best film, was not telecasted by any satellite channel in the country. So I feel the acceptance needs to be there in a wider space; everyone needs to support and promote this acceptance, and it can’t be just a mouth survey. There is a resistance from within the system itself. Therefore, all those policies need to be questioned. And for you to get accepted, the society at large has to support this issue. For even with a film which is such a powerful media, if you can’t reach out to the target audience, how can you be a part of that change?
 
 

	Did you have to think twice before coming out?
 

	Honestly, I have been very open because of my family and friends. The Supreme Court judgement was a step back as I think there are many who tried to come out who will think much more now about it. I have never faced any discrimination, even in my film industry. My parents always taught me to feel proud for being who I am and not to hide my identity. 
	 
	 

	Ultimately it shouldn’t matter that you are gay or bisexual because that is not your only identity. I am gay and am open and proud about it. 
	Then, why do I need to be objectified and put in to a certain bracket? 
	 
	 

	But in a society where you are still not legal, it makes you much more vulnerable to all kinds of orthodox norms. I feel that everyone has the right to protect themselves. Each family comes from a different background and it is not easy to come out in the open with your sexual preferences. The day IPC 377 goes away, many more people will come out, because when you are legally empowered you gain the courage to fight against social norms.
 
 

	When do you think that day would come in India?
 

	I want to try and see positive but I don’t as there is deep silence. It is almost like being ignored and pushed under the carpet.
 
 

	Do you think the portrayal of LGBTQ community in movies at present do justification to the community?
 

	I think there is very little representation and most of it is made in a way that is caricature, and I feel that it is not an ideal representation. It is not just this community, the portrayal of women is also market driven; this is how men wants it to be. Similarly, where minority community and LGBT community are portrayed, it is solely governed by economy. 
	 
	 

	But yes, the way women are portrayed is slowly changing because women are becoming important consumers and that is what is bringing the change. Similarly, I hope that the power of LGBTQ community is realised and more normal representation of the community find place in our media.
 
 

	What is Censor Board’s role in the whole scenario?
 Censor Board and <keyword id="388113" type="ORGANIZATION" weightage="100" keywordseo="Central-Board-of-Film-Certification">Central Board of Film Certification</keyword> are largely governed by the central government and the laws. Censor board cannot take a moral stand. And if you make a movie on such themes, it is edited out. Though they were more supportive with My Brother...Nikhil, with I Am, there was furore. 
 

	Do you plan to make more movies based on LGBTQ rights in the near future?
 

	Honestly no. There are two reasons.
 

	1. Finance. It is hard to get someone to finance movies with LGBTQ theme. These movies do not work in the Indian film industry. It is hard to get wider audiences but scenario is changing. The industry is NOT homophobic, it just doesn’t believe that there’s any money involved in LGBTQ cinema.
 

	2. It does not get the kind of support which it should get from the people. Mentality and laws govern the situation widely. It is still seen to be a topic which should not be discussed. I Am was a national award-winning film but it failed to make an impact at the Box Office.
 
 

	Are your movies judged differently because of your sexuality?
 

	The industry has been very supportive, and it does not treat my movies differently. But yes, there are orthodox people who become conscious and judge the movies in a negative way. 
 
 Talking about <keyword id="2929078" type="UNKNOWN" weightage="100" keywordseo="legal-gay-marriage">legal gay marriage</keyword>, do you have any marriage plans in the near future? 

	Frankly, No. I am not a person who believes in the institution of marriage, an institution that has done so much harm to man-woman rights and their lives.

	 
	 
	(photo credit: Francois Matthys)

I am gay and proud of it: Onir

<ul><li>As <keyword id="2796952" type="PERSON" weightage="20" keywordseo="Manforce-Condoms">Manforce Condoms</keyword> launches its latest campaign, we take a look at the brand’s communication journey and dissect its marketing strategy on different mediums. </li><li><keyword id="4921166" type="PERSON" weightage="20" keywordseo="rajeev-juneja">Rajeev Juneja</keyword>, CEO, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> walks us through this journey and speaks about the challenges faced by a condom brand in India, its increasing focus on becoming a socially-responsible brand, goal to increase its market share to 50% and overall marketing strategy. </li></ul>Commercial condom market has witnessed a huge change in its style of communication. From talking about birth control in late 90s to the act of lovemaking in early 2000 to engaging in safe sex, it has come quite far. In the last three years, sexual wellness giant Manforce Condoms has shifted its communication strategy to try to position itself as a socially-responsible brand. It took the internet by storm in 2017 for its campaign #ShutThePhoneUp, which aimed at driving awareness about the risks associated with recording one’s private moments on the phone. <div type="Youtube" id="WpHVkc3LmJM" title="Manforce- Shut The Phone Up" thumbUrl="https://i.ytimg.com/vi/WpHVkc3LmJM/mqdefault.jpg"></div> And now, Manforce Condoms has launched another campaign with a social message. This time, the sexual wellness brand is talking about curbing the rise in child pornography. <div type="Youtube" id="LyqXjGdWmtM" title="Manforce | Choti Gudiya | #ProtectChildhood" thumbUrl="https://i.ytimg.com/vi/LyqXjGdWmtM/mqdefault.jpg"></div> Titled #ProtectChildhood, the campaign wants to give a message to all parents to be vigilant, keep a check on their kids and try to look for truth beyond what they see. According to India Child Protection Fund (ICPF), there has been an alarming rise in the demand of child pornography since the lockdown. A leading pornography website also revealed that traffic from India has increased by 95% as compared to the average traffic pre-COVID. As per another report submitted to the National Crime Records Bureau (NCRB), there were more than 25,000 cases of suspected child pornography. Speaking about why the brand decided to work on this campaign, Rajeev Juneja, CEO, Mankind Pharma, said, “Children are naive and vulnerable and they need to be monitored 24X7, it is the responsibility of the parents to keep their childhood intact. In the lockdown, children have started spending more time on the internet, especially with the new normal of online classes during the Covid-19 pandemic.” After Manforce Condoms came across the research study, it wanted to reach out to as many parents as it can. Juneja added, “For us, responsibility towards society comes first. So, we wanted to inform and make parents aware of the sharp rise in the content of child pornography and give a strong message to #ProtectChildhood. Through our campaign we request and urge parents to not leave their children unattended and have complete control over their online activities. They should have regular conversations and build a friendly relationship with their children, and keep them informed of the current situation. While the internet has many positives, it does have a dark side, and it's the responsibility of the parents to not leave their children unsupervised.” Manforce Condoms’ marketing strategy Most ads in the commercial condom category focus more on the sex appeal and pleasure of sexual attraction. But sex is still a taboo in India and condoms brands can start a conversation to bring about change and erase the stigma around it. There are so many topics that Indians feel uncomfortable discussing such as women enjoying sex, sex toys, social issues related to sex such as early pregnancy, abortion, etc. With ShutThePhoneUp and #ProtectChildhood, Manforce Condoms did talk about something very important. However, Juneja says that the brand is just getting started and it intends to strengthen its position as a responsible condom brand. He said, “As a responsible brand in the category, we believe in spreading the message of safe sex, safety can be from numerous things within this space. Our #ShutThePhoneUp series helps reach the right audience and give out a strong message on how to keep themselves protected and be aware of their surroundings. We intend to add more wings in this basket of communication and spread awareness.” Manforce Condoms uses every opportunity it can to connect with its consumers. Last year, it even explored movie marketing with Luka Chuppi. On why Luka Chuppi was the perfect fit for the brand, Juneja said, “Manforce indulges in movie marketing when the association is lucrative and the brand manages to garner significant engagement. The brand associated itself with Luka Chuppi<a href="https://en.wikipedia.org/wiki/Luka_Chuppi"> </a>as an official collaboration, resulting in embedded marketing as well as social media promotions and we got a chance to break the stereotypes, weave narratives and put forth content that is rich in quality. It was a seamless integration in the story line and yet served as a reminder to our audiences.” <div type="Youtube" id="pvtr718bf4c" title="Manforce Condoms | Luka Chuppi | Maddock Films | Kartik Aaryan, Kriti Sanon" thumbUrl="https://i.ytimg.com/vi/pvtr718bf4c/mqdefault.jpg"></div> It even played a prank on its consumers once by announcing a fake launch of an absurd desi Achari flavour and went viral. “Manforce Achari was a Prank launch meant to increase our page engagement and traction which it very well did. Our audience was left in splits after this post. Truly Indians prefer the desi twist in their flavours,” said Juneja. When it comes to social media, Manforce Condoms is known for its moment marketing. Today, consumers are addicted to social media platforms and they live in the moment. Juneja said that it's very important for the brand to catch the attention in that time span and they never miss an opportunity to maintain regular engagement with its audience. From cricket updates to Google changing its logo, Manforce Condoms has tried to latch onto every moment that breaks the internet. It continues to thrive on this model. “Social media has been a great platform for us to engage with our consumers, with the scope of narrow targeting we can connect with the right consumer with demographic, geographic &amp; interests,” said Juneja. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Its brand endorser <keyword id="836886" type="PERSON" weightage="20" keywordseo="Sunny-Leone">Sunny Leone</keyword> has also helped the brand carve a niche in the market and increase brand recall rate. “Almost all our Main Product Ads with Sunny Leone have always managed to give us a phenomenal response across all media,” said Juneja. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Challenges of communicating in the commercial condom market It is not easy to operate in a market that needs more awareness but has the most restrictions. As a condom brand, you always have to find the thin line between sleazy and sensual. So, in a society, where there are numerous restrictions, Manforce Condoms has learnt to play safe over the years. Speaking about the media restrictions, Juneja said, “Restrictions continue on traditional channels be it TV or OOH as well in digital space. However, there are few platforms that have helped us a lot to connect with our consumers, specially youth. The platforms are social media, in-film integration &amp; Airport Branding. Airport Branding in the major metros have high traffic influx thus giving us required eyeballs. This media choice has worked positively for the brand.” “Over the time, we have changed our creative look and feel by using subtle and sober images but yet suggestive in terms of their message. A lot of tweaking has been done in terms of film production. We try to ensure there is less ‘skin show’ and more focus on the message. Thin line between lovemaking and vulgarity is very sensitive, we are really cautious and critical of the creatives that go out in the media. The key is to keep the portfolio strong and be relevant to your audiences in terms of the communication strategy. We have learned to operate well in the given restrictions,” added Juneja. Growth story of Manforce Condoms During the lockdown, e-commerce platform Snapdeal saw a 30% increase in the sale of condoms driven by demand from non-metros. More people started ordering condoms online. As a result, Manforce Condoms also saw an uptick in the initial period. “The sales of condoms did see a boom with everyone stocking up in advance. However, with the unanticipated nationwide lockdown that continued for the next two months, there was a drop in sales but not due to the decrease in demand, but mainly because of the temporary supply challenges,” shared Juneja. With life coming back to normal, and the government easing the lockdown, condoms are witnessing a steady sale. Adding on how the revival period has brought cheer for the brand, Juneja said, “The numbers have been fluctuating since the lockdown, however its temporary owing to basic restrictions and apprehensions that the pandemic has brought about amongst individuals. The nation had come to a standstill with the lockdown. Now each one of us is getting accustomed to the new normal and adapting ourselves back to routine and regular lifestyle, the brand is witnessing a steady growth in sales. In the month of August, unlike the category and rest of the brands, we have seen 2% positive growth and spike in Market Share going up to approximately 32%.” Mankind Pharma’s Manforce Condoms is the largest seller in the category. As per IQVIA Consumer Health Retail Audit Data – MAT, Manforce Condoms had a 32% market share in August 2020, followed by Kamasutra at 9%, Skore and Durex at 7%, along with the local brands. By closely engaging with its consumers and continuing to spread awareness around safe sex, Manforce Condoms intends to increase its market share. “We intend to increase our MS and reach the 50% mark by 2022-23, all our strategies are aligned in this direction,” said Juneja. Rural India contributes approximately 30% to the total Rs 1500 crore condom category and Manforce Condoms’ Pan, Banana, Jasmine flavors are a hit in rural areas. “There is indeed a wide scope of expansion in rural India. Manforce has worked on the bottom to top pyramid approach with the strongest distribution network of stockiest and wholesalers. Our brand endorser, Sunny Leone also gives us better connect due to her popularity amongst the masses,” said Juneja. However, with power comes responsibility and therefore, Manforce Condoms is trying to move towards becoming a more responsible brand everyday. Juneja said, “Manforce being a leading brand in the category has a larger responsibility in addressing relevant issues related to safe sex with an appeal to enthusiastic lovers to have protected sex. It is very much important to educate the people about the benefits of using condoms while having sex, as it helps to protect them from having AIDS and other serious diseases and also it helps in controlling population.”

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