Mumbai: Skore, the sexual wellness brand from TTK Healthcare has launched a campaign titled ‘Get Naughtier’. The campaign, conceptualised by Isobar, the dentsu India digital agency, comprises two digital films that revolve around couples who are driven by enhancing pleasure while showcasing the range of Skore products.
The insight behind the campaign was based on sales data and studies of social chatter that shows how couples are more than willing to explore intimacy and try something new. Additionally, the campaign positions itself as more than just a condom brand by exploring the naughty side to normal life via situational comedy that showcases the lovemaking adventures of different couples.
“The category, though creatively fertile, invariably invites a lot more restrictions and censor from mainline media. I am just thrilled that the client was willing to explore a digital-only eco-space to market such never-before advertised products,” stated Isobar India national creative director Aalap Desai. “Not only are the media touchpoints relevant to the consumers for whom the products are meant for but also it’s one of those rare and truly integrated campaigns covering content, social media, performance, influencer marketing and OTT films via a singular narrative. In a way, the challenge thrown at us by the mainstream media only egged us to think naughtier!”
“Skore has been one of our favourite clients to partner with given the kind of portfolio they have and the kind of campaign experimentation that they are willing to do. Today, a couple’s approach to pleasure has evolved. They are looking to maximising the experience and Skore’s diverse portfolio of Pleasure products gives them diverse ways of doing so. The insight of the campaign is very interesting as is the smart way of having this conversation around pleasure,” added Isobar India managing partner Rahul Vengalil.
The ad films have been directed by Mukesh Sehgal and produced by Amol Sonawane of Take Two Production.
https://www.youtube.com/watch?v=TgUy1I4BgpQ
To generate buzz over multiple touchpoints cohesively, the campaign has its legs on social media, influencer marketing, digital films and OTT media. The campaign also aims to drive up the conversational quotient further with branded content pieces in association with platforms like Alright and LBB, said the brand.
TTK Healthcare Ltd head of marketing Vishal Vyas said, “We have consciously tried to create content that will resonate with young people. We wanted to communicate succinctly that we are more than a condom brand, offering interesting sexual wellness and pleasure products such as vibrating rings, flavoured lube variants, pheromone activating spray for men and pleasure gel for women. In a category that’s hard to advertise, stereotyped with sleaze and one that invites moral trolling, consumers are barely aware of the diverse offerings in addition to the large range of diverse condoms we have. This campaign deals with these smartly and tries to normalise experimentation and extended playtime for couples’ sans judgement or guilt.”
