Welcome to the Indian condom market, where to tap into a massive demographic of hormonally-charged youth, anything is fair game – including using a porn-star (Sunny Leone) for endorsements. Moods Condoms, a dated brand, was fighting to be relevant. But instead of going ahead and resorting to the blatant sexualisation common to the category, Moods borrowed from reality. With the brutal rape of Nirbhaya rocking the nation, a cultural revolution against sexual aggression & objectification of women was brewing. Moods chose to not sit back and play easy, but instead played it right. We celebrated those who ‘respected’ sexual consent.
This is the story of how a brand went anti-category & pro-culture to win the mind-share battle with an audience that had forgotten it. As a result of the campaign, we grew Moods fan base by over 700%, increased engagement by over 75% and made Moods one of the top 5 fastest growing hygiene brands in the country.