Manforce condoms in their recent digital video have looked beyond Sunny Leone and are telling couples to have safe sex to not shoot their intimate moments with the #ShutThePhoneUp campaign.
The video is around the story of a newly wed couple after their honeymoon night. It shows the husband who has shot an intimate video of the honeymoon night and lost his phone. His phone does not have password lock and he has not deleted the video. The video essentially ends with a warning to couples
1 out of 5 couples admitted to have filmed their moments of intimacy on their smartphones (Source: India Today Sex Survey, 2017)
Thousands of incidents of blackmail, suicide, and divorce have occurred due to leaking of private tapes. So always indulge in ‘Safe Sex’ and #ShutThePhoneUp
While the video has generated more than 8.9 million+ views (as of writing this post), it seems to have missed its mark by a significant distance. These views seem to be purchased or seem to have been driven by bots given that the number of people liking of disliking is less than 1000 (for all the 8.9 million views).
Is it aligned with the Brand?
The story is good and the message is important. But it does not come close to associations linked with a condom brand. Manforce in an attempt to generate more conversations have created an association, which typically will not go very well with a condom brand.
It is also a departure from the earlier campaigns featuring Sunny Leone only leading to confused positioning of Manforce. It earlier attempts at grabbing the limelight with smart campaigns featuring Sunny Leone have also backfired. The irony of this campaign is that Sunny Leone who has been the brand's face for quite some time (and also a major reason for the company's sales) is associated with pornography.
Desperate attempt to generate conversations?
Overall Manforce’s ad indicates confused positioning. It seems like a desperate attempt to gather more conversations and seem responsible after all the controversy with their last campaigns featuring Sunny Leone. We feel it’s time for them to rethink their messaging.
What do you think? Comment below.