Friday, October 13, 2006

Condom protects you....

A man is out shopping and discovers a new brand: 'Olympic Condoms.'Impressed, he buys a pack.

Upon arriving home he announces to his wife the purchase he just made.

'Olympic condoms?' she blurts. 'What makes them so special? '

'They're in three colors,' he replies, 'gold, silver, and bronze.'

'What color are you planning on wearing tonight?' she asks cheekily.

'Why, gold, of course,' says the man proudly.

'Really?' she responds. 'Why don't you wear the silver tonight? It'd be nice if you came second for a change.' ......

Oops....let me warn you that this mind speak of mine is going to be a little over the line, especially for fragile hearts and those ethically enlightened, chaste and untainted souls..

It is a case of ethical impasse....

Last day I was driving down through the city of Cochin with my wife and kid and a friend and his family- his wife and his 7 year old son....

A truck appears, in which it is written in glowing large fonts " condom protects you", and condom is good ,ostensibly some campaign sponsored by the Government, in an anti Aids effort. I have been seeing this slogan for quite some time now in a case of intended 360 degree communication (A hopeless Government campaign)...

The friends son suddenly asks- Daddy is it some kind of a medicine?....

Need less to say that we all laughed to glory, and my friend had a tough time to convince the little lad..he is too young to be told the physics and chemistry of condoms and its usage, too old to be hoodwinked by cock and bull stories either....

For the pleasure of sensual living,Kamasutra or KS, revolutionised the way people perceived condoms and bought them. Moods also, no doubt, in India did the trick and asked men not to be embarrassed...( remember the 'Moods please'advertising..?) This is one product that has long been the source of unease and discomfiture,everywhere( not only in India), but is also consistently cited as one of the most effective methods of preventing pregnancy and the spread of sexually transmitted diseases.

Condoms off late have started giving a 'Feel Good , Play Safe' feeling -the recent Moods advertising for instance..... with the RD Burman classic, Ye kya hua on air ,in a classy campaign which they call 'my man' which for the first time talks to women and addressing their sexual satisfaction.....mmmm....( am I right?).......the ads captures that emotions of a woman who has been fully sexually satiated, and her frame of mind the morning after . But it wasnt that easy for this particular section of Marketers.

History is ridden with cases of disgust and opposition to condom manufacturing and advertising- In an interesting piece of unison both the communists and the catholics were/are united when it comes to condom advertising.

For a country that officially bars couples from having more than one children, you might think that China would promote contraception measures such as condoms. You are mistaken. Believe it or not, the Chinese authorities have banned advertising for condoms since 1989 under regulations that prohibit "any products meant to cure sexual dysfunction or help improve people's sex life."

And the Catholics- Condoms have been provided free by the International Olympic Committee at every Olympics since 1992, with athletes exhausting a supply of more than 70,000(my God..it seems "IT"was an event there.......) at the 2000 Summer Games in Sydney, Australia. At the Salt Lake City Olympics, health groups handed out a record 1,00,000 “safer sex kits” that included condoms at both official Olympic venues and non-Olympic sites such as nightclubs. Original plans called for distribution of 250,000 condoms, protests by Christian religious groups led to a decision to scale back the program....

That was two instances of different groups opposing the marketing and advertising of condoms on different pretexts.... In my research, I got some tit bits on the history of condoms which goes like this..

The earliest mentions of condoms are the stuff of legend, with an illustration of an ancient Egyptian man using a condom—for sexual or ritual reasons or both—dating back more than 3,000 years. The oldest condoms date back to about 1640 A.D. and were discovered in Dudley Castle near Birmingham, England. Made of fish and animal intestine, they were likely used to prevent transmission of STDs. In the 18th century, the legendary lover Casanova used condoms made of linen, which he referred to as his “English riding coat.” With the invention of rubber vulcanization in 1839, a U.S. contraceptive industry soon emerged, producing condoms, intrauterine devices (IUDs), vaginal sponges, and diaphragms.

Several types of male condoms are available. While some condoms are still made of plastic or animal tissue, latex condoms are the most effective against viruses such as HIV. Some condoms are lubricated and some contain spermicides........

Gyan ...gyan ....gyan.....All that information not withstanding, people still refuse to accept it as some product which they can buy without fear or frustration,and confusion and loss of composure...

Marketers find it tough to deliver and communicate.......Protection from STD's have been one reason for the sales figures of condoms going up off late after a slump in the late 80's and earlier 90's...Condoms seel on this as their platform.....like Joy condoms of Brazil which said..the safest love and Jontex which claims to be the safest is clearly aiming to harp in on the safety feeling. and to see some serious stuff, click ......http://www.nlm.nih.gov/exhibition/visualculture/safesex.html

But not all of them focus on this selling idea..

Fun and promiscuity have been a selling point for many a condom marketer and this ,no doubt have landed them in controversies.. See the example of Jimmie Hatz Condoms which dared to claim to be the The Official Condom Of The Hip Hop Kulture and Durex condoms which amused us by saying- "Durex Condoms" For a hundred million reasons .... and also Better Shape, Better Sex ..Once you try it you would never do without it ..... and Good news for your sex life, bad news for beds ....

Some bring in the Man and the Manly imagery...Jiffi Australian Condoms for instance is the The thinking man's condom and Real men do it in a Jiffi ...oh yeh?

ONE HOUR long love condoms are made in Korea contains a climax control cream inside which helps to prolong sexual act longer than usual. Now that is the cream,,right?

Try something new tonight! is what some one exhorted while another one( Manix..the renowned French condoms)...claims that it isThe world's thinnest condom and also that Less latex, is more sex ...It is a claim , I guess ,which is yet to be testified..and yet the advertiser could make a marked difference in the attitudes of people towards 'thin and thick' issues of condoms..

Sex, more sex, more fun in more sex, protection,protection and sex.....the selling platforms seem to be vivid and varied... Even colours...Red ,green blue,yellow..you name it they have it..even textures and makes..thin ,thick,ribs,dots..things which you could never imagine...

See this sample list which I gathered from an advertising material- Fire - Lubricated ribbed condom for great feeling and pleasure Light ..... Superthin but strong, lubricated condom for sensual pleasure ..... Exotic - Lubricated and flavoured condoms: Banana, strawberry, vanilla..... Power - Dotted lubricated condoms for extreme pleasure and feeling.... Extra -Spermicidally lubricated condom for extra sureness.... Exclusive - Ultrathin spermicidally lubricated condom for safety and invisible presence.... Standard - High quality condom lubricated for natural feeling.... Chic - Lubricated black-coloured condom for special events..... Orgazm - New spiral shape condom. Men describe it as the only condom they fell free in and one that kills no piece of the pleasure....flavours that were never there before, which didnt matter for sex before...(dirty minds..dirty minds..wake up...)

Angeljamu condom from Malaysia/Indonesia is lubricated with manjakani herbs. manjakani is an indonesian herb known for decades to possess a unique astringency and has an anti-inflammatory factor - it helps to rebuild vaginal cells resulting in the toning of vagina tissues. Especially beneficial for use after child-birth to regain vagina health.It restores suppleness and rejuvenates the nerves in the vagina hence having a tighter feel and better sensation. Regular use helps eliminate yellow & white discharge and its accompanying odor.
Now Gynaecology Doctors beware ..you are soon gonna be Jobless....

Vibrating condoms...they are....well let me not explain it further....

My oh my....now that is what you call segmentation,targeting ,positioning..whatever...but for me this is enlightenment....but ofcourse the dilemma continues...

Should condoms be made and sold... If the answer is an emphatic yes ( I guess it is ,because the good factors clearly outshines the bad ones) then should they be advertised....?

I have no clear answer, I know one thing but for sure...

There cannot be any business without communicating to the TG..not necessarily advertising as we know it but some form of communicating is a must...

And sex need not be there always...It being a product for sex, doesnot mean that you cant sell condoms without sex being enacted...

Let me qoute two instances which comes to my mind.. One is the Durex campaign which ran in Europe and which said ''Durex- for a hundred million reasons"..(see the ad in my next "Now see this"..) The second ad is the one where the Man and the son going to the super market and the boy creating a fuss there and the caption saying "use condoms"....

No sex at all... and yet it amazed and flabbergasted a large group of people..particularly so when now condoms are also for safe sex and prevention of STD's........An Estonian ad comes to my mind which used cartoon charectors , and still did an outstanding job. (Again ,see that ad in the next issue of "Now see this")...

It is a category which clearly has to set some standards of self regulation...It is true that Alyque padamsee could shake us by the KS ads where Mark robinson and Pooja bedi rocked....blatant ,overt and audacious use of sex...Today it is no longer startling and astonishing ... It is about reaching out with the message....and sex ,no surety attached, that it will take the message to the TG's mindset...

A recent Ad which is now on air done by McCann-Erickson (India) for Kohinoor extra time condoms shall be quoted here..I dont call it an amazing and astounding piece of creativity but it is interesting and yes, dirty but subtle...evoking curiosity and oddity...

This is how www.agencyfaqs.com describes the ad......

Shot of an ancient 'haveli' on a dark night.Strange creaking sounds in the night wake up the caretaker of the place.Picking up his lantern, he goes hunting for the source of the sound.Unable to sleep due to this eerie sound, the caretaker decides to sit up....As the morning dawns a newly wed couple steps out of a room and leave, waving goodbye to the old man.With the room empty, the old man enters it and as he sits on the bed it gives out the same creaking sound.On the bed he finds something and picks it up with great curiosity.

MVO: "Kohinoor Xtra Time condom. Is raat ki subah hi nahin."

Did you ..any one of you felt offended? If you think it is offending, well.... don't think it....

Condom advertising is here to stay...safety, fun, pleasure,extended duration , extended pleasure...it is gonna be here...


Remember.. No glove, no love.....


Tail piece...

If ever POLO makes condoms, what would be the USP & punchline?
Condom with a hole...?
















1 comment:

job tardis said...

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buy Kamasutra and KS condoms
,was served by condomking.in with satisfied quality.

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