Amrutanjan x IPL 2020: Blending Legacy with Digital Disruption
Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products.
Moods Condoms, manufactured by HLL Lifecare Limited, a Government of India enterprise, has been one of the most trusted names in India’s sexual wellness industry since 1966. Known for its diverse range of products—from dotted, ribbed, and ultra-thin to innovative variants like Melange, Blaze, Absolute Xtasy, and All Night—Moods caters to a wide audience. However, as the brand evolved, so did the need to appeal to a younger generation, especially via digital channels.
Although widely known, Moods had a dated perception—largely associated with older audiences. The ask from Blustream was threefold:
#IndiaHatesCondoms trends online after survey reveals 95 per cent of Indians don’t wear condoms. For a country that has seen a staggering 400 per cent increase in sexually transmitted diseases (STDs) over the last three decades, Indians seem to be inexplicably averse to wearing condoms.
Not only did we have to change the behaviour of users at large, but we also had to change the perception of the brand before we could even begin to drive sales online. We had a 3 prong approach to get things going for Moods Condoms, which not only changed the way that our audience viewed the brand but also took to consuming products and purchasing condoms online.
The way in which the campaign was executed was largely the reason behind the results we were able to achieve for the brand. Our campaign execution mirrored our strategy to the Tee. We split up execution into three distinct areas which would resonate with our audiences, change the perception of the brand in their eyes and ultimately result in a significant uptake in revenues for our brand via online channels.
