KamaSutra condoms
Encyclopedia
KamaSutra Condoms is India
’s second largest condom brand. It is manufactured by J.K. Ansell (JKAL), which is a 50:50 joint venture between Raymond Group
India’s largest worsted fabric and branded apparel company, and Ansell Limited
, a world leader in barrier healthcare protection. JKAL has a condom manufacturing unit in Aurangabad in the state of Maharashtra
, India
with a manufacturing capacity of 400 million pieces per annum.
JKAL commenced operations in 1991 and launched KamaSutra condoms the same year. Prior to the formation of the joint venture in 1996, the condom division was a part of J.K. Chemicals Ltd., a subsidiary company of Raymond Group
.
KamaSutra has a range of textured and other special interest condoms – Dotted, Ribbed, Contoured, LongLast, Superthin, Intensity(multi-textured), Smooth (plain, extra lubricated), extra large, flared and flavored/scented condoms.
’s top models of the time – Pooja Bedi
and Marc Robinson
. This campaign was ground-breaking because of its bold positioning and use of sensuality and pleasure, rather than safety, as a marketing platform for condoms. This was at a time when all condoms were marketed for prevention of pregnancy and as a family planning tool. It took the country by storm and catapulted the brand into becoming a top-selling condom brand in the country.
In April 2009, KamaSutra condoms has launched a new viral initiative which aims at reminding youngsters to use condoms. This initiative has been designed to take advantage of a key consumer behavioral insight – sex is mostly searched, seen, found, discussed and accessed primarily using a computer. Hence, a desktop application which a keystroke sensor, KamaSutra condom pack that drops down whenever the user types anything related to sex. This application can be shared between friends through sendsomerubber.com, where a person can select the KamaSutra condom variant, insert a personalized message for his friend and then send it out. And the next time his friend types anything related to sex, this condom drops down with his message on it. So a fun yet relevant reminder from a friend to wear condom.
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
’s second largest condom brand. It is manufactured by J.K. Ansell (JKAL), which is a 50:50 joint venture between Raymond Group
Raymond Group
Incorporated in 1925, Raymond Group is one of India's largest branded fabric and fashion retailers. It is one of the leading, integrated producers of worsted suiting fabric in the world, with a capacity of producing 31 million meters of wool & wool-blended fabrics.The Group owns apparel brands...
India’s largest worsted fabric and branded apparel company, and Ansell Limited
Ansell Limited
Ansell Limited is an international manufacturer of protective and medical gloves and condoms. Ansell was founded in Australia in 1929 by by Eric Norman Ansell who was at the time a worker for Dunlop Pneumatic Tyre Company of Australasia. Originally Ansell was known as E. N. Ansell & Sons but...
, a world leader in barrier healthcare protection. JKAL has a condom manufacturing unit in Aurangabad in the state of Maharashtra
Maharashtra
Maharashtra is a state located in India. It is the second most populous after Uttar Pradesh and third largest state by area in India...
, India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
with a manufacturing capacity of 400 million pieces per annum.
JKAL commenced operations in 1991 and launched KamaSutra condoms the same year. Prior to the formation of the joint venture in 1996, the condom division was a part of J.K. Chemicals Ltd., a subsidiary company of Raymond Group
Raymond Group
Incorporated in 1925, Raymond Group is one of India's largest branded fabric and fashion retailers. It is one of the leading, integrated producers of worsted suiting fabric in the world, with a capacity of producing 31 million meters of wool & wool-blended fabrics.The Group owns apparel brands...
.
KamaSutra has a range of textured and other special interest condoms – Dotted, Ribbed, Contoured, LongLast, Superthin, Intensity(multi-textured), Smooth (plain, extra lubricated), extra large, flared and flavored/scented condoms.
Marketing
KamaSutra is known for its bold and edgy advertising that have redefined condom marketing in India. It is still remembered for its launch campaign in 1991, featuring two of IndiaIndia
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
’s top models of the time – Pooja Bedi
Pooja Bedi
Pooja Bedi is a former Bollywood actress and currently a television talk show host. She is the daughter of actor Kabir Bedi. She has also participated in Bigg Boss 5 and was voted out on 26th of November.-Biography:...
and Marc Robinson
Marc Robinson
Marc Robinson is an Indian actor and model.Robinson started off his career as a model. He played the male lead in Bada Din , opposite Shabana Azmi and Tara Deshpande. Since then, he has worked primarily as a model coordinator and choreographer.On 2 February 2002, he married fellow model Waluscha...
. This campaign was ground-breaking because of its bold positioning and use of sensuality and pleasure, rather than safety, as a marketing platform for condoms. This was at a time when all condoms were marketed for prevention of pregnancy and as a family planning tool. It took the country by storm and catapulted the brand into becoming a top-selling condom brand in the country.
In April 2009, KamaSutra condoms has launched a new viral initiative which aims at reminding youngsters to use condoms. This initiative has been designed to take advantage of a key consumer behavioral insight – sex is mostly searched, seen, found, discussed and accessed primarily using a computer. Hence, a desktop application which a keystroke sensor, KamaSutra condom pack that drops down whenever the user types anything related to sex. This application can be shared between friends through sendsomerubber.com, where a person can select the KamaSutra condom variant, insert a personalized message for his friend and then send it out. And the next time his friend types anything related to sex, this condom drops down with his message on it. So a fun yet relevant reminder from a friend to wear condom.