Brand: Masti Condoms
Brand owner: PSI India Private Limited (PSI IPL)
Lead agency: Leo Burnett India
Industries: Contraceptives, family planning
Media channels: Television
Budget: Up to 500k
Launched in 1989, Masti Condoms was one of the first condom brands in India. The company changed its model from a non-profit organisation to a for-profit 'modern social enterprise' in 2016 and wanted to make Masti a profitable brand. Most younger people were unaware of the brand and those who remembered it, remembered it as an outdated brand that resonates with nobody. The task of advertising was to build affinity for the brand and to help the brand get a contemporary identity.
Market background and cultural context
The market: where sex sells!
The condom market in India was worth US$18.35m (Source: Nielsen, 2016). The entire segment was dominated by big media spenders like Manforce Condoms (32% market share), Moods (12% market share) and Skore (10% market share).