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<ul><li>Amazon Prime Video's Mirzapur is the most spoken about and the most-watched show on its platform. </li><li>To build some hype around the release date of season 2, Amazon Prime decided to leverage the show's fandom and create a micro campaign for the announcement. </li><li>Here is how the campaign was executed and how Amazon Prime created a buzz around Mirzapur 2 on social media.</li></ul>Amazon Prime Video’s Mirzapur is the most spoken about and the most-watched show in India. Since the launch of season in 2018, the fans have been asking for Season 2 of Mirzapur on all possible platforms through an acronym created by Prime Video, #MS2W, which stood for <keyword id="9745791" type="UNKNOWN" weightage="20" keywordseo="mirzapur-season-2">Mirzapur Season 2</keyword> When? Amazon Prime Video leveraged its show fandom and created a micro campaign to announce the release date. Objective: The objective of this activity was to harp on the fandom of the show to announce the season 2 date and gratify the fans for their support by announcing the S2 Release Date. Creative Idea: After a viewer finishes watching the first part of a series, they take to social media to check when the next season is launching. The thought lingers for a few more days and they move on. However, with Mirzapur, the fandom was on another level. They religiously asked for Season 2 in the comments of almost all posts for two years. To honour their love for Mirzapur, Amazon Prime Video did a micro campaign appreciating their fandom and sharing season two’s release date. The idea was to design the campaign by the fans, for the fans, to the fans. Challenges: Due to the time-gap between the 2 seasons, Amazon Prime Video had to make sure that they evoke the right feelings and got the fans excited about Season 2’s date announcement without fueling their frustration or anger for making them wait for S2 for 2 years. So they decided to launch a 4-day micro campaign. Execution: To announce the Release Date of Mirzapur Season 2, Amazon Prime Video initiated a 4-Day micro-campaign (starting 08/21) on social media with a <a href="https://www.youtube.com/watch?v=fUeyAItugv8&amp;t=3s">Video</a> paying ode to the Fandom shown for Mirzapur since S1 launch. This video evoked all the right feelings in the fans &amp; they were quick to continue their ask for #MS2W. <div type="Youtube" id="fUeyAItugv8" title="Mirzapur - An Ode To Fandom | Amazon Prime Video" thumbUrl="https://i.ytimg.com/vi/fUeyAItugv8/mqdefault.jpg"></div> To amplify the conversations around the hashtag, Amazon Prime Video pushed fans to ask #MS2W one last time through a <a href="https://www.facebook.com/events/1223322448000480/">Facebook Event Page</a> and collated and shared some of the best responses on Amazon Prime Video and <a href="https://www.instagram.com/p/CEMKSdrBVvg/?igshid=iqdr7gty25d3">Mirzapur</a> Handles. <div type="image" title="ms2w" msid="77925675" hostid="261"></div> A day before releasing the Announcement Date, it asked the audience to join the <a href="https://www.youtube.com/watch?v=D5ZU8uS6KEM">YouTube Premier</a> scheduled for August 24 at noon to find out the date through Amazon Original Crossover videos (<a href="https://www.youtube.com/watch?v=5RB8-RmcveY">PL</a>, <a href="https://www.youtube.com/watch?v=awOZVWFJrAU&amp;t=1s">BB</a>, <a href="https://www.instagram.com/p/CEQcwRvDOSt/?igshid=10zjxzcuywzmm">TFM</a>, <a href="https://www.instagram.com/p/CEPbhyMhh4i/?igshid=12gsm5xna1jc7">HD</a>, <a href="https://www.instagram.com/p/CEPbhyMhh4i/?igshid=12gsm5xna1jc7">BITS</a>, <a href="https://youtu.be/7n6f6CQzIAk">4MSP</a> &amp; <a href="https://www.instagram.com/p/CEPfHboA4P4/?igshid=4gz6wg2d78cy">PY</a>) asking for Season 2’s release Date. On the day of the announcement, Amazon Prime Video premiered the <a href="https://www.youtube.com/watch?v=D5ZU8uS6KEM">announcement video</a> on its YouTube. <div type="Youtube" id="D5ZU8uS6KEM" title="Mirzapur 2 - Release Date Announcement | Amazon Original" thumbUrl="https://i.ytimg.com/vi/D5ZU8uS6KEM/mqdefault.jpg"></div> Results: Quantitative &amp; Qualitative The Date Announcement video premiered on Prime Video India’s Youtube Channel &amp; 104K+ people saw the premiere together on 08/24 at 12 PM. Within an hour of announcing the Season 2 Release Date, #Mirzapur2 started trending on Twitter and peaked at position 2. <div type="image" title="mirzapur trending" msid="77925734" hostid="261"></div> This was Amazon Prime Video’s first-ever micro-campaign that has led to 3 videos to be trending simultaneously on Youtube (<a href="https://www.youtube.com/watch?v=D5ZU8uS6KEM">Release Date Announcement</a>, <a href="https://www.youtube.com/watch?v=fUeyAItugv8">Fandom</a>, <a href="https://www.youtube.com/watch?v=5RB8-RmcveY">Mirzapur X Paatal Lok</a>). Mirzapur 2 Date Announcement Video (With 5.8M+ views) is trending on #1 since 08/24. <div type="image" title="mirzapur announcement" msid="77925714" hostid="261"></div> An Ode To Fandom of Mirzapur video (With 4.4M+ Views) trended at #2 on YouTube on 08/22. <div type="image" title="mirzapur ode to fandom" msid="77925704" hostid="261"></div> A Hype Mashup video of Mirzapur X PatalLok (with 1.4M views) trended on #12 on 08/24. Details about the industry – size, projections, etc Amazon Prime Video is an Internet Video-On-Demand Service Provider and falls under the segment of Video Streaming (SVoD). Revenue in the Video-on-Demand segment in India amounts to US$166m in 2018. Revenue is expected to show an annual growth rate (CAGR 2018-2023) of 5.7%, resulting in a market volume of US$219m by 2023. The market’s largest segment is Video Streaming (SVoD) with a market volume of US$107m in 2018. Brand information: Produced by Excel Movies, comprising of a stellar cast like Pankaj Tripathi, Ali Fazal, Vikrant Massey, Divyendu Sharma Shweta Tripathi, Shriya Pilgaonkar, Harshita Gaur, Rasika Dugal, and others, Mirzapur is an Indian crime thriller web series. All episodes of the show were released on November 16, 2018 and the 1st Episode was exclusively available for free in order to attract Non-Prime Viewers.

Case Study: How Mirzapur series increased excitement around its season 2 announcement

Fans who have been waiting to get updates about '<keyword id="20325471" type="General" weightage="20" keywordseo="mirzapur" source="keywords">Mirzapur</keyword> 3' with bated breath can now finally heave a sigh of relief as the <keyword id="19951078" type="General" weightage="20" keywordseo="trailer" source="keywords">trailer</keyword> of the upcoming season is finally out. In the action-packed trailer, <keyword id="21275522" type="General" weightage="20" keywordseo="Guddu-Pandit" source="keywords">Guddu Pandit</keyword> (played by <keyword id="19920534" type="General" weightage="20" keywordseo="Ali-Fazal" source="keywords">Ali Fazal</keyword>) could be seen trying his best to establish his hold over <keyword id="20553941" type="General" weightage="20" keywordseo="Purvanchal" source="keywords">Purvanchal</keyword>. It seems like he can go to any extent to get the throne. Actors like Shweta Tripathi Sharma, Rasika Dugal and <keyword id="19901508" type="General" weightage="20" keywordseo="vijay-varma" source="keywords">Vijay Varma</keyword> also left a mark with their presence in the trailer. At the end of the trailer, actor <keyword id="19903381" type="General" weightage="20" keywordseo="Pankaj-Tripathi" source="keywords">Pankaj Tripathi</keyword> emerges from the shadows and promises to reclaim the empire. Rajesh Tailang, Sheeba Chadha, Meghna Malik, and Manu Rishi Chadha are also part of the show. Created by Excel Media and Entertainment, the fan-favourite <keyword id="20403418" type="General" weightage="20" keywordseo="crime-thriller" source="keywords">crime thriller</keyword> is directed by Gurmmeet Singh and Anand Iyer. <div type="twitter" handle="PrimeVideoIN" handlename="PrimeVideoIN" favoritecount="0" retweetcount="0" id="1803710493510553672"></div> On what fans can expect from the show, Director and Executive producer Gurmmeet Singh shared, "The first two seasons of Mirzapur proved to be game changers for the crime thriller genre in the streaming space in India. With Mirzapur 3, we strive to build on the momentum and take the narrative to a whole new level, exploring new facets and dimensions of each character's life replete with new plot twists. We are incredibly excited for fans to witness the showdown for Mirzapur's throne unfold in the new season." He added, "The stakes have gone notches higher and the canvas has surely become bigger. After a hiatus of three and a half years, we, just like our viewers, cannot wait for the global premiere of Mirzapur 3 on <keyword id="19925152" type="General" weightage="20" keywordseo="Prime-Video" source="keywords" meta.keywordsubtype="org" meta.entityname="Prime Video" meta.hostid="261" meta.entityid="Prime Video">Prime Video</keyword>." The first season of the crime drama premiered in 2018 and season second came in 2020. Ahead of the release of the third season in July, actor Ali Fazal took a stroll down memory lane and recalled the challenges he faced while reprising his role of Guddu Pandit. "I don't know what season 3 holds but I know I have justified a graph for this particular boy who has the essence of it all who holds his innocence despite so much corruption around him. And a young boy almost at his impressionable age getting turned into all kinds of demons and things along the way because of the circumstances in the society, and he becomes what he becomes. So yes it has taken a lot out of me, I will always cherish it," he shared. He added, "It is the world that I don't belong to, it is the character I don't belong to, but I have tried to make sense of it, with the analytical approach I have to study it, the way they write, the way they think, the way he interacts with the people in those areas and of course kahaniyan, kahaniyan hain, they can be told in any perspective. In this case, you see it from Guddu's perspective. The rest of it has been the icing on the cake, there is the bodybuilder, there is a manickness, the madness that you see but these are the effects of core traumas that this person has been through."Ali further explained how he prepared for the role." "To be able to have so much compassion that I wanted to achieve through playing this part, and also to the audiences to be able to play something like this requires someone who can see, what a person in that situation can go through or maybe any other situation, it can be endless situations in a story, I think that was my biggest challenge, to be able to put yourself away from it and look at it and without judging it just observe. So I have tried to do that I really hope it brings some heart out on the big screen or any screen where it will be watched," he said. The new season will be out on Prime Video on July 5.

Action-packed trailer of season 3 of 'Mirzapur' finally out; new season to premiere next month

<ul><li>Among the popular originals getting new seasons are Mirzapur, The Family Man, Four More Shots Please. </li><li>Whereas it has also announced 11 new series including Saif Ali Khan’s Dilli and Abhishekh Bacchan’s Breathe 2. </li><li>Amazon Prime also managed to rope in other top directors like Zoya Akhtar, Asif Kapadia, Nikkhil Advani, Ali Abbas Zafar, Rangita Nandy, <keyword id="18994" type="PERSON" weightage="20" keywordseo="kabir-khan">Kabir Khan</keyword>, Ritesh Sidhwani, Vikram Malhotra, Anand Tiwari among others. </li></ul> Jeff Bezos could have not repeated <keyword id="410704" type="PERSON" weightage="20" keywordseo="Amitabh-Bacchan">Amitabh Bacchan</keyword>’s dialogue, “Don ko pakadna mushkil hi nahi, namumkin hai.” It has now fairly well established that the top boss of Amazon knows the pulse of Indian audience. Moreso, after he announced 14 original shows on Prime Videos platform, in 2020. Bezos who is on a three-day visit to India said that he would be investing<a href="https://www.businessinsider.in/tech/news/amazon-is-dropping-1-billion-investment-on-india-and-ceo-jeff-bezos-said-a-us-india-alliance-will-be-the-most-important-this-century/articleshow/73273556.cms"> $1 billion across his streaming venture as well as e-commerce business.</a> But his announcement could put him on a close race with his competitor in India and elsewhere, Netflix which invested around Rs 3,000 crore on original shows. 
 
 <div type="Youtube" id="Cwh9zmC7saE" title="14 New Amazon Originals | Announcement | Amazon Prime Video | 4K" thumbUrl="https://i.ytimg.com/vi/Cwh9zmC7saE/mqdefault.jpg"></div>




 These new originals also includes next season of popular shows like Mirzapur, Inside Edge, The Family Man and Four More Shots Please. The crime show Mirzapur became so popular that Indian fans thronged the Internet for details on a second season. So much that, it became the most popular question on Quora. READ ALSO: <div type="Article" hostid="261" msid="73290359" title="Kamal Haasan's ₹25 crore loan revealed a lot about his finances after nearly 2 years in politics" mstype="2" mssubtype="0"></div>

 In a sneak preview Guddu played by Ali Fazal can be seen using crutches while Golu (<keyword id="1737042" type="PERSON" weightage="20" keywordseo="Shweta-Tripathi">Shweta Tripathi</keyword>) can be seen pointing a gun at someone. The platform will also have brand new series like Saif Ali Khan’s Dilli; along with Breathe 2 which will now feature Abhishek Bacchan. Kabir Khan’s The Forgotten Army — Azaadi ke liye featuring Sunny Kaushal and Sharvari Wagh is likely to be the first show to be released in 2020. Amazon Prime also managed to rope in other top directors like Zoya Akhtar, Asif Kapadia, Nikkhil Advani, Ali Abbas Zafar, Rangita Nandy, Kabir Khan, Ritesh Sidhwani, Vikram Malhotra, Anand Tiwari among others. Here are all the shows Amazon Prime has announced for 2020: <ol><li><keyword id="8600267" type="UNKNOWN" weightage="20" keywordseo="Mirzapur-2">Mirzapur 2</keyword></li><li><keyword id="8318034" type="UNKNOWN" weightage="20" keywordseo="The-Family-Man-2">The Family Man 2</keyword> </li><li><keyword id="8600266" type="UNKNOWN" weightage="20" keywordseo="Four-More-Shots-Please-2">Four More Shots Please 2</keyword> </li><li>Breathe 2 </li><li>The Last Hour </li><li>Bandish Bandits </li><li>Dilli </li><li>Paatal Lok </li><li>Gormint </li><li>Inside Edge 3 </li><li>Sons of Soil — Jaipur Pink Panthers </li><li>The Forgotten Army — Azaadi Ke Liye </li><li>Mumbai Diaries 26/11</li><li>Comicstaan (Tamil) See also: </li></ol><a href="https://www.businessinsider.in/business/corporates/article/watch-jeff-bezos-driving-e-rickshaws-doing-home-deliveries-and-chatting-up-shah-rukh-khan-the-amazon-top-boss-is-going-all-out-to-get-narendra-modis-attention/articleshow/73422776.cms?src=hp_latest">Watch: Jeff Bezos driving e-rickshaws, doing home deliveries, and chatting up Shah Rukh Khan ⁠— the Amazon top boss is going all out to get Narendra Modi’s attention</a>

Amazon Prime announces 14 new originals including Mirzapur 2 and Four More Shots Please 2

Mirzapur season 3 not in top 10 most-awaited Hindi web series as per YouGov’s survey

The <keyword id="10265016" type="UNKNOWN" weightage="20" keywordseo="popular-web-series-mirzapur">popular web series Mirzapur</keyword> has been renewed for a third season, it was confirmed on Thursday. Making the announcement, the <keyword id="10265015" type="UNKNOWN" weightage="20" keywordseo="streaming-platform-amazon-prime-video">streaming platform Amazon Prime Video</keyword> shared that season two of the series, which dropped on October 23, has become the most-watched show on the service in India within a week of release, adding that the season has recorded one of the highest completion rates. It was also revealed that almost half of the viewers who completed the series had binge-watched the second season within 48 hours of its launch. The series explores the tussle between power, politics and love. It narrates a story of families looking for power in the city, with bloodshed, violence and grit at the core of the narrative. It stars Pankaj Tripathi, Ali Fazal , Divyenndu, Shweta Tripathi Sharma, Rasika Dugal, Harshita Shekhar Gaur, Amit Sial, Anjum Sharma, Sheeba Chaddha, Manu Rishi Chadha and Rajesh Tailang. Second season also featured <keyword id="196455" type="PERSON" weightage="20" keywordseo="Vijay-Varma">Vijay Varma</keyword>, Priyanshu Painyuli, and <keyword id="968062" type="PERSON" weightage="20" keywordseo="Isha-Talwar">Isha Talwar</keyword>. "The massive fandom of the show and magnitude of love towards the new season was seen through reactions on social media within days of its release, and we are truly humbled by the response," said Ritesh Sidhwani of producers Excel Entertainment. To this, Aparna Purohit from the streaming platform added: "Over the last two years, viewers continued to engage with the immersive universe of '<keyword id="50317" type="CITY" weightage="20" keywordseo="Mirzapur">Mirzapur</keyword>' and its characters. The love that they have showered on the show for this season has been unprecedented. This encouraging response propels us towards creating content that is exciting, unique and something that our audiences can fall in love with over and over again." --IANS sug/vnc

Mirzapur 3: Amazon Prime Video announces third season of the 'most-watched' web series

Mumbai (Maharashtra) [India], September 29 (ANI): Actors <keyword id="337442" type="General" weightage="80" keywordseo="varun-sharma" source="Orion">Varun Sharma</keyword>, <keyword id="475128" type="General" weightage="20" keywordseo="pankaj-tripathi" source="Orion">Pankaj Tripathi</keyword> and <keyword id="76825" type="General" weightage="50" keywordseo="pulkit-samrat" source="Orion">Pulkit Samrat</keyword> starrer comedy film '<keyword id="1182509" type="General" weightage="100" keywordseo="fukrey" source="Orion">Fukrey</keyword> 3' has according to estimates collected Rs 8.82 crore at the Indian box office on its first day. Taking to Instagram, trade analyst Taran Adarsh shared a post which he captioned, "#Fukrey3 fares well on Day 1... Evening / night shows perform better... Biz in #Maharashtra affected due to #GanpatiVisarjan... Needs to witness substantial growth from Fri - Mon for a strong, impressive total... Thu ₹ 8.82 cr. #India biz. #Boxoffice" Helmed by Mrighdeep Singh Lamba and produced under the banner of Excel Entertainment by Ritesh Sidhwand Farhan Akhtar, the film also stars, Richa Chadha and Manjot Singh in the lead roles. Both 'Fukrey' and '<keyword id="3879789" type="General" weightage="50" keywordseo="fukrey-returns" source="Orion">Fukrey Returns</keyword>' had audiences in splits and emerged as hits at the box office in 2013 and 2017, respectively. There have been several delays for 'Fukrey 3'. The movie's initial release date was September 7--was intended to conflict with Shah Rukh Khan's 'Jawan'. After that, it was pushed to December 1. Now it's shifted back to the month of September. Actor <keyword id="486750" type="General" weightage="50" keywordseo="ali-fazal" source="Orion">Ali Fazal</keyword>, who appeared in the first two instalments of the hit franchise, is not a part of the third instalment. Ali, earlier issued a statement, confirming his exit from the franchise. He informed that he did not work in 'Fukrey 3' owing to a scheduling conflict with 'Mirzapur 3' season. Reacting to Ali's absence from the film, actor Pulkit Samrat told ANI, "We actually miss him a lot. We have a lot of fun with him during the promotions or even during the shoot. He also gives very interesting inputs, but unfortunately due to his dates and time he will not be seen in Part 3, but who knows, he might be in Part 4."

Pankaj Tripathi starrer Fukrey 3 gets a flying start at the box office

<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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