Kamasutra Condoms: Customer engagement with first ever NFT launch by Kamasutra Condoms

Milan Modi, Pavan Panchal, Tushar Patra

KamaSutra Condoms, a condom brand, launched a campaign in Asia to break through the clutter, leading to a viral buzz and word-of-mouth promotion, drive preference, and make the brand relevant.

Campaign details

Brand: Kamasutra Condoms Brand owner: Pooja Sahgal Entrant company: Madison WorldIdea creation: Madison World Mumbai Market: India Sector: Contraceptives, family planning Media channels: Mobile & apps, Online video, Public relations, Merchandise & free gifts Budget: 1 - 3 million

Executive summary

Keeping consumer insights in mind, we decided to follow the 3 R approach

  • R: Reach Users where they are conversing
  • R: Relevance: Be present with edgy content pieces and contextually push brand communication
  • R: Response: Checking the User response...

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