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<ul><li><keyword id="2917880" type="General" weightage="20" keywordseo="durex-india" source="Orion">Durex India</keyword> used Netflix’s Sex Education’s most powerful, endearing, revolutionary ‘<keyword id="12135637" type="General" weightage="80" keywordseo="bus-scene" source="Orion">Bus Scene</keyword>’ about sexual assault survivors to sell its product.</li><li>Soon, Durex’s comment section flooded with Twitter users calling it out as ‘insensitive.’</li><li>Here’s how the internet reacted.</li></ul>Durex has deleted its latest ‘topical’ post on social media after receiving huge flak from internet users. It used Netflix’s Sex Education’s most powerful, endearing, revolutionary ‘Bus Scene’ about a sexual assault survivor overcoming her fear of taking a bus, to sell its product. Last year, when Netflix released Sex Education’s season 2, the internet couldn’t stop talking about the ‘bus scene.’ The seventh episode of Season 2 shows the character Aimee, played by Lou Wood, grappling with the trauma of a recent sexual assault. It explores the aftermath of an incident in which Aimee was assaulted on a bus. Post that incident, Aimee keeps reliving the past with the touch of her boyfriend and is terrified of taking a bus. So, she walks to her school instead. <div type="Youtube" id="E_DOxfr5n00" title="&quot;It's Just a Stupid Bus&quot; | The Bus Scene from Netflix's Sex Education" thumbUrl="https://i.ytimg.com/vi/E_DOxfr5n00/mqdefault.jpg"></div> In episode 7, Aimee approaches the bus and finds her whole squad there. “It’s just a stupid bus. We will all get on the bus,” says her friend Maeve. This scene from Sex Education season 2 showed us the true meaning of women companionship and solidarity. After the traumatising incident, everyday tasks became a little more difficult for her to complete. The bus scene marks the beginning of her healing process. Aimee sits with her friends, smiling at the back of the bus, sandwiched among her friends. As Netflix launched Season 3 of Sex Education on September 17, Durex referred to the scene -- “It is just a stupid bus” to make sexual innuendos and promote its product. The tyre of the bus was replaced with a condom, the tagline read, “But it is one memorable ride.” Twitterati called it out and asked Durex to take it down. Here’s how they reacted: <div type="twitter" handle="shreemiverma" handlename="Shreemi Verma" image="http://pbs.twimg.com/profile_images/1434488095445962769/QYd90S3D_normal.jpg" favoritecount="742" retweetcount="82" status="The &quot;bus scene&quot; in Sex Education is about women supporting each other and helping a friend overcome her fear of the… https://t.co/YQhuXhu0B3" createdat="1632115977000" id="1439824881613295619"></div> <div type="twitter" handle="DerArztSagt" handlename="Inj. Kindness 50mg" image="http://pbs.twimg.com/profile_images/1417542392157249537/eCuUtLAP_normal.jpg" favoritecount="25" retweetcount="0" status="@shreemiverma Try making sense of their explaination https://t.co/rEhIepRAE9" createdat="1632120017000" id="1439841828119973890"></div> <div type="twitter" handle="SushriSahu" handlename="Sushri Sahu" image="http://pbs.twimg.com/profile_images/1274727067720900609/Z1uOb5qm_normal.jpg" favoritecount="0" retweetcount="1" status="memorable ride? assault is not memorable it's scarring @DurexIndia DO BETTER https://t.co/R7FDsHNYEg" createdat="1632116203000" id="1439825830931091461"></div> <div type="twitter" handle="somyalakhani" handlename="Somya Lakhani" image="http://pbs.twimg.com/profile_images/1438956168823595014/_jSSJ6pu_normal.jpg" favoritecount="6" retweetcount="1" status="Ridiculously insensitive, and unintelligent. Fire the team that made &amp; approved this ad, @DurexIndia. Absolutely sh… https://t.co/Wt2Zf72M1Y" createdat="1632119067000" id="1439837845141610504"></div> <div type="twitter" handle="FreudianBlouse" handlename="Shweta" image="http://pbs.twimg.com/profile_images/970318629173583873/jALGxIWQ_normal.jpg" favoritecount="0" retweetcount="0" status="@DurexIndia This. Also, before reclaiming and empowerment came the premise of sexual abuse. You seem to have forgot… https://t.co/25eRlgXPDC" createdat="1632123312000" id="1439855647546245121"></div> <div type="twitter" handle="iambedika" handlename="bedika" image="http://pbs.twimg.com/profile_images/1425013382583701508/tiOUuvO1_normal.jpg" favoritecount="1" retweetcount="0" status="The bus scene and its aftermath is most of us who have used public transport and faced creepy men. How could the br… https://t.co/WdaVqUPNZW" createdat="1632130635000" id="1439886364040826884"></div> <div type="twitter" handle="fjotographie" handlename="Fjor⁷" image="http://pbs.twimg.com/profile_images/1431254773001510920/bJioMRuu_normal.jpg" favoritecount="0" retweetcount="0" status="Why would @DurexIndia market e condom referencing a sexual assault scene?? Who okayed this? https://t.co/Kvnc7eiNNP" createdat="1632131746000" id="1439891023027740672"></div> <div type="twitter" handle="fakeginalinetti" handlename="☀️jana" image="http://pbs.twimg.com/profile_images/1436792906933702657/HFtkCTRn_normal.jpg" favoritecount="1" retweetcount="0" status="THIS IS SO DISGUSTING???? LIKE THE ENTIRE SHOW IS CENTERED AROUND SEX, THEY COULD HAVE USED ANYTHING ELSE! https://t.co/xbHmhQIGFt" createdat="1632132673000" id="1439894909490659330"></div> Durex has taken down the post from all its social media handles.

Durex takes down its latest social media post on the bus scene from Netflix’s Sex Education after internet users call it ‘insensitive’

<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

<ul><li>Pee Safe recently announced its female condom Domina. </li><li>While the product is yet to hit the market, Domina has fired a direct shot at its rival Durex for its latest post on The Queen’s Gambit. </li></ul>On this World AIDS Day, Pee Safe announced its first female condom brand named Domina. While the product hasn’t hit the market yet, Pee Safe has smartly started building a voice on social media. In its first-ever social media post after the launch announcement, Pee Safe’s Domina took a dig at its rival Durex. Not very subtly, after Durex posted its creative take on the popular TV series that everyone’s talking about today -- The Queen’s Gambit, Pee Safe tweaked the same creative to remind the world that Queens can wear a condom, too! <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Durex’s post reminded its audience to ‘check’ to make sure they have their guards on before they ‘mate.’ Pee Safe fired back by using Durex’s format as is but with a witty tagline that was a direct dig at Durex. It read, “Prepared to not check, mate” as one doesn’t need to worry about wearing the condom in spur of the moment. Domina can be worn up to 8 hours and it is ‘specially designed for uninterrupted pleasure.’ Pee Safe has tried to make conversation around sexuality and menstruation more inclusive with its social media campaign. In the past, it has represented period blood in its true colour in an industry that still represents period blood with a clinical blue liquid. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> It was also the first brand in India to include <a href="https://www.businessinsider.in/advertising/brands/article/rahosafe-is-the-first-brand-in-india-to-feature-a-man-participating-in-a-conversation-around-menstruation/articleshow/78369807.cms">men </a>in conversation about menstruation. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> What is Domina Domina, pronounced Daw-mina, is Pee Safe’s latest product that is an amalgamation of Condom and Vagina. It aims to target women who ‘don’t like to wait for what they want.’ <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> According to Technavio, the APAC region is set to be the fastest-growing region for female condoms with India and China being the driving forces. The global market size for this product category is approximately 800 million. Pee Safe’s Domina has already started communicating with its consumers to build some buzz around its launch, the product will hit the market in January in 2021.

Shots have been fired! Pee Safe takes a hilarious dig at Durex by reversing gender roles

<ul><li>Twitter has released its list of brand moments that garnered the most attention in India in 2019. </li><li>From OnePlus to Durex, here are the brands that made the cut. </li></ul>In 2019, people on Twitter connected, campaigned, learned, debated, and had conversations. They came to share opinions and see other points of view. Amongst others, brands made the most of this medium. Brands across sectors rolled out innovative campaigns to keep up with current trends, connecting with Twitter’s audiences at the right time. To commemorate these key moments, Twitter has released a list of brand moments that garnered the most attention in India in 2019. From launches and promotions, to connecting with what’s happening, Twitter’s varied formats cater to every brand’s needs, and align methods with the brand’s messaging to deliver customised campaigns. As the year comes to a close, we take a look at some of the best <keyword id="3204197" type="PERSON" weightage="20" keywordseo="Brands-on-twitter">brands on Twitter</keyword> and how they stood out in their respective categories: Best Purpose Driven Brand: OnePlus India’s ‘Plant a Tree with #OxygenOS’ This year, brands took a stand on causes. OnePlus India celebrated 1500 days of its operating system, #OxygenOS, the lifeline behind the smartphone brand, and tied the idea to an important cause. OnePlus India partnered with WWF and utilised Twitter’s ‘First View’, feature with a conversation card. This card prompted audiences to Tweet with #OxygenOS, encouraged by the promise that the brand would plant a tree for every Tweet. Each Tweet also initiated an auto-response that was the brand’s way of expressing gratitude towards those who engaged with the campaign. The campaign was activated across key airports in India and showcased real-time Tweet counts, along with dynamic user appreciation Tweets. By the end of 13th September - the day of the campaign, 27,333 Tweets were recorded, with as many trees being planted by OnePlus India. The campaign resulted in a 15x rise in daily conversations for the brand, making OnePlus India’s Oxygen campaign the Best Purpose Driven brand of the year on Twitter. 
	
	<div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1173553601987235840/M1Ah6s-E_normal.jpg" favoritecount="13283" retweetcount="2823" status="Here's celebrating what breathes life in this world &amp; into our products🌱 Join us as we team up with @wwfindia to c… https://t.co/GkKxQd1JQw" createdat="1568313000000" id="1172215800566112256"></div>





 Best Connection to Culture: Uber India’s #LoveMovesForward Following the Supreme Court’s landmark judgement that struck down #Article377, Twitter was buzzing with discussions about the LGBTQ+ community. Uber India started a movement #LoveMovesForward to encourage these conversations. The brand wanted to support the movement on a day that has always stood for love i.e. Valentine's day. To honour that all love is true love, Uber India petitioned The Unicode Consortium - a non-profit organisation that develops emojis, through Change.org India to create a unique ‘Pride Heart Emoji’ The pride emoji petition received 34,348 signatures, #LoveMovesForward received a 65% net positive sentiment increase. Through the campaign, Uber India aligned with a massive cultural revolution that stirred youth across India, winning the campaign this year’s Best Connection to Culture. 
	
	<div type="twitter" handle="Uber_India" handlename="Uber India" image="http://pbs.twimg.com/profile_images/1145570081725800448/2XcVUx6q_normal.png" favoritecount="7" retweetcount="2" status="@ChangeOrg_India @gatesfoundation @changeorgfound @INBreakthrough @Haiyya_Act @Jhatkaa @IndiaMeToo @Chinmayi… https://t.co/GgdbDJfKGv" createdat="1551862983000" id="1103219429339361280"></div>





 Best Pre-Launch Tease: Amazon Prime Video’ #TheFamilyMan Amazon Prime Video launched a campaign to announce their original show, #TheFamilyMan to drive anticipation towards the launch of the teaser. Two product propositions were utilised to create buzz. An automated solution was created which enabled people who engaged with a Tweet by Manoj Bajpayee, the lead actor, to unlock the show’s trailer before its release date. A customised emoji was designed based on the lead character who played the dual role of a family man and that of a spy. The unique emoji revealed the character’s second personality once the Twitter app was switched to Dark Mode. The campaign resulted in 1.3 million video views and 17,000 opt-ins for reminders of the trailer launch, successfully conveying the message of the show while delivering strong results. 
	
	<div type="twitter" handle="PrimeVideoIN" handlename="amazon prime video IN" image="http://pbs.twimg.com/profile_images/1198899881940672513/-NEvhd4u_normal.jpg" favoritecount="17638" retweetcount="2478" status="Q: what will it take to watch #TheFamilyMan trailer before the rest of the world watches it? A: ❤️ or 🔁 this tweet… https://t.co/GtWXoMJ5UW" createdat="1567503518000" id="1168820590074970113"></div>





 Best Product Launch: MG Motor India’s MG ZS EV with #ChangeWhatYouCan Earlier in the year, Morris Garages successfully launched the brand in the Indian market positioning themselves as a technology company rather than an ordinary automobile manufacturer. In line with this, the MG ZS EV was the perfect product that the brand could introduce in the Indian automobile market. Given the conversations and intrigue around electric vehicles in India, MG Motor India kicked-off the campaign with the message #ChangeWhatYouCan. The aim was to leverage discussions on Twitter to build their clout as a company for electric vehicles. While urging people to do their bit for the environment by opting for electric vehicles, the brand busted myths about electric vehicles through a string of media polls on the platform. This was followed by a series of videos which included an interview with Rajeev Chaba, the President and MD of MG Motor India , which broke on Twitter first and then went on TV. The promoted trend #ChangeWhatYouCan received a 36% increase over the average trend impressions for the category. As a result, MG Motor India dominated electronic vehicle conversations on Twitter this year. 
	
	<div type="twitter" handle="MGMotorIn" handlename="Morris Garages India" image="http://pbs.twimg.com/profile_images/1133037397183086592/jVJFYeEF_normal.jpg" favoritecount="2045" retweetcount="296" status="Not having enough range in an EV will stop people from adopting it? 🔌 #ChangeWhatYouCan" createdat="1575266829000" id="1201382274140389376"></div>





 Best Brand Launch: Kia Motors’ #GamesofInspirations Kia Motors catapulted itself to the mainstream auto brands conversations on Twitter by bringing #ThePowerToSurprise to the platform. The brand leveraged its fictional characters of Meerkat and Designer Johnny, and waged a mock war between them to bring to people the #GamesofInspirations. The brand aimed focussed on its great design, and had fun while doing it, rewarding people for their creative engagement. To further popularise the brand, Kia onboarded Tiger Shroff. As #TeamTiger and #TeamMeerkat built excitement on the platform for the launch, Kia kept the momentum alive by engaging other media partners in their folds.In addition to this, Kia Motors cemented its position as a master of topical moments as it kept conversations going around Engineer's day, Suits, Game of Thrones, Wonder Woman and the likes. 
	
	<div type="twitter" handle="Meerkat_me" handlename="Meerkat" image="http://pbs.twimg.com/profile_images/1138405002307887104/Zg9oW5tI_normal.png" favoritecount="17" retweetcount="1" status="Hey @KiaMotorsIN bought this expensive gift for @_DesignerJohnny from London 🥺 but he won’t take it 😭. Please tell… https://t.co/eSslfDVlsA" createdat="1558266526000" id="1130077835979177990"></div>





 
	
	<div type="twitter" handle="KiaMotorsIN" handlename="Kia Motors India" image="http://pbs.twimg.com/profile_images/943371262398566401/JouD7a6T_normal.jpg" favoritecount="759" retweetcount="103" status="When simple straight lines get turned into a Masterpiece, you see Kia’s Power to Surprise. Are you ready for Kia?… https://t.co/pv2YeXJ6vs" createdat="1545974414000" id="1078520979041718272"></div>





 Best Short Form Content: Google India Google India made the most out of the short-format video this year, owning Twitter video. The brand leveraged topical moments to its advantage by creating short videos and GIFs while keeping its product at the core of its communication. The videos were creatively designed to keep the viewer engaged, keeping Twitter’s best practices in mind, and were also receptive to the brand’s message. 
	
	<div type="twitter" handle="GoogleIndia" handlename="Google India" image="http://pbs.twimg.com/profile_images/1046660453970202625/q_urJHzt_normal.jpg" favoritecount="140" retweetcount="15" status="Can’t wait for the next match? 🏏 Just ask your Google Assistant for the latest schedule, stats, standings and more.… https://t.co/a2MuSAqk3P" createdat="1560492075000" id="1139412465119219713"></div>





 
	
	<div type="twitter" handle="GoogleIndia" handlename="Google India" image="http://pbs.twimg.com/profile_images/1046660453970202625/q_urJHzt_normal.jpg" favoritecount="142" retweetcount="16" status="Taking us through five decades of LGBTQ+ history, today’s #GoogleDoodle marks the celebration of 50 years of Pride… https://t.co/otSCahhWMo" createdat="1559624493000" id="1135773561375739904"></div>





 Best Brand Voice: Durex India Durex India made the most of Twitter’s conversational nature with its own unique voice which perfectly suited their product - playful and flirtatious. Durex India did this by participating in topical conversations through memes and Tweeting contextual images. The brand mastered the art of puns with innuendo that kept audiences constantly engaged, making the account a creative, unique follow. 
	
	<div type="twitter" handle="DurexIndia" handlename="Durex India" image="http://pbs.twimg.com/profile_images/1146619810039549952/CPC5rMbJ_normal.jpg" favoritecount="4683" retweetcount="617" status="India has chosen its favourite! And it's the exciting Bubblegum flavour! #BlowUpTheBubble. So, how about we make b… https://t.co/bkTxXV028M" createdat="1573541648000" id="1194146342374801408"></div>





 
	
	<div type="twitter" handle="DurexIndia" handlename="Durex India" image="http://pbs.twimg.com/profile_images/1146619810039549952/CPC5rMbJ_normal.jpg" favoritecount="110" retweetcount="11" status="From 0 to 💯 with Durex Mutual Climax Condoms! To get your pack, click on https://t.co/Zxm4JtVXsc. You’re welcome 😉.… https://t.co/1imHEYnG1A" createdat="1561461953000" id="1143480427123884033"></div>





 Best Use of Live Streaming: Cisco India #YouMakePossible This year, Cisco Systems India made the most of going live on Twitter. The feature gave the brand an opportunity to speak to their key audiences including BDMs, CTOs, CEOs at scale, keeping them updated with Cisco's latest technology and products. The success rate of the feature ensured a place in nearly every launch by the brand. The live stream video of Cisco’s event, #CiscoConnectBangalore, which propagated the brand’s messaging of #YouMakePossible, garnered a record 51k video views, with an 18% video view rate in 1.5 hours only. 
	
	<div type="twitter" handle="cisco_in" handlename="Cisco Systems India" image="http://pbs.twimg.com/profile_images/877385547370475520/CCBRiqHQ_normal.jpg" favoritecount="307" retweetcount="47" status="Cisco Connect Bangalore brings you a platform to experience the power of technology. Join live as we help you in le… https://t.co/HjYoNZNCqU" createdat="1574649000000" id="1198790912559566849"></div>





 Best Use of Creators: Spotify India’s ‘There’s a playlist for that’ Spotify launched in India as a music listening app with over 3 billion playlists this year. The brand wanted to establish music’s connection with every expression or moment. Identifying moments from every-day lives, Spotify India designed playlists for various situations and told people, “There’s a Playlist for that”. The brand generated participation on the Twitter timeline by seeding situations and hyper-local interests to initiate conversations with audiences. The brand also engaged with their target consumer base by participating in real time and relatable exchanges as they happened in the moment. Spotify India travelled across timelines as it looped in influential creators on the platform, connecting multiple moments and expressions to music, with a playlist for everything! 
	
	<div type="twitter" handle="VarunmThakur" handlename="Varun Thakur" image="http://pbs.twimg.com/profile_images/1048214812138909697/sE1BYWAi_normal.jpg" favoritecount="140" retweetcount="5" status="Me: Trying to come up with a killer punch line @SpotifyIndia: There's a playlist for that #SpotifyIndia" createdat="1554739152000" id="1115282955193053184"></div>





 
	
	<div type="twitter" handle="sapanv" handlename="Sapan Verma" image="http://pbs.twimg.com/profile_images/1172402203404824577/QS8J-nVO_normal.jpg" favoritecount="210" retweetcount="9" status="Me: *Thinking of a joke that offends no one* @SpotifyIndia: There's a playlist for that #SpotifyIndia" createdat="1554737136000" id="1115274501669969921"></div>

Best of Twitter: Brands that raced up at engagement meters through 2019!

<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.”

Manforce Condoms aims to capture 50% market share by 2023

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