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Contraception & Branding

The ads are giving a solution to this u2018omnipresent threatu2019 of the<br>evidence of bleeding which will then facilitate their success.<br>Empowerment also, then, becomes a commodity to market<br>along with the sanitary napkin.

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Contraception & Branding

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  1. CONTRACEPTION What makes it Taboo? its association with sexual activity

  2. Eng. Condom Hindi. क ं डोम

  3. Milestones HLL launches premium condom ‘Moods’. Campaign: Moods Please. Nirodh rebirth and Durex jeans 1987 1987 75% of that stock remains unused. 2017 2017 1968 1968 2007 2007 1966 1966 1991 1991 Mankind Pharma launches Manforce first flavours condoms HLL’s brand Nirodh is born. 400 million condoms imported JK Ansell launches KamaSutra with Pooja Bedi and Marc Robinson

  4. CHAPTER 1 Taboo of asking for it

  5. THE 1980s Perception of Condom : Functional tool for Family Planning in accordance with the nasbandi initiative of the government Era Marked by : The awkwardness of asking for condoms in public places https://www.youtube.com/watch?v=Q2Uazp_R38c

  6. BRAND INTERVENTION Campaign : Moods Please The ‘Moods’ men were willing to spend a little extra on condoms because they could relate to the confident chap who wasn’t afraid to ask the chemist for a condom. Moods Premium Condoms by Hindustan Latex Limited

  7. CULTURAL REPERCUSSION Made Moods synonymous with the category itself Made men comfortable with the purchase of condoms

  8. CHAPTER 1 Taboo of its association with sensuality

  9. THE 1990s Perception of Condom : A rubbery hindrance to sexual satisfaction Era Marked by : The liberalisation of economy, ideology, culture and sexuality

  10. BRAND INTERVENTION Brand/Campaign : Kamasutra JK Group launched Kamasutra by roping in Alyque Padamsee. Condom marketing was revolutionized since for the first time, the category moved from functional to emotional benefit

  11. CULTURAL REPERCUSSION Faced flak from associations but earned admiration from the audience for its bold portrayal of the product It made a cumbersome and hated category ‘sexy’ which also led to product innovations Such a dotted, extra thin etc. Campuses started referring to good looking guys as KS guys. It achieved a cult slang status

  12. THE 2000s Perception of Condom : Phone. Wallet. Keys. Condom Era Marked by : Everything accessible, everything available instantly

  13. BRAND INTERVENTION Brand/Campaign : DUREX JEANS Millenials are no longer plagued by problems of not being able to converse about sex or lack of awareness or usage of condoms but instant availability

  14. CULTURAL REPERCUSSION While other brands have tried to use female protagonists in their condom narrative, this is a fresh and straightforward representation The novelty of the concept got people talking, making conversations around sex more routine, thus cutting the frills around it

  15. BRAND INTERVENTION Brand/Campaign : NIRODH 2.0 50 years from its inception, Nirodh decided to get a sexualized packaging facelift due to a dead perception amongst the lower strata of the market

  16. SENSUAL KAMA SUTRA MANFORCE MOODS SKORE NIRODH Acquired a provocative tonality DUREX NACO Functionality in terms of product features GOVT. OF INDIA NIRODH MOODS FUNCTIONAL 1960-80 1960-80 1981-90 1981-90 1991-2006 1991-2006 2007-ow 2007-ow

  17. Eng. BIRTH CONTROL Hindi. गभर्भ?नरोधक

  18. Types of contraception Regular Emergency Long Term Treatment Short Term Solution 21-28 day course Within 72 hours

  19. The advent Context : The era of Doordarshan and population burden marked by general air of gravity around birth control pills as a planning tool. Primary Premise : Ensuring an optimal gap between two/more kids Treatment : Functional yet empowering Stressing on the ‘shared responsibility’ https://www.youtube.com/watch?v=yN5WgpkAfUQ https://www.youtube.com/watch?v=wg7Vx6dqDnI

  20. i-pill storm Context : Lack of clarity amongst audience about regular pills and emergency pills Primary Premise : The woman panicking post unprotected sex Treatment : Feeding on fear of abortion, almost stigmatizing it, gloomy https://www.youtube.com/watch?v=R37VoYw6g8M https://www.youtube.com/watch?v=r4gEAQg1S2U https://www.youtube.com/watch?time_continue=3&v=9m1-xAiGC8Y

  21. CULTURAL REPERCUSSION I-pill gave birth to an entire generation of teenagers, working women and couples in their mid 30s who solely and wholly relied on emergency contraceptives The incumbent lack of awareness grew with respect to side effects because I-pill served as a cheap, accessible alternative to any untoward incident While the category progressed, the advertising went darker. The women in these ads were stricken with panic with men having little or almost no role to play. https://www.youtube.com/watch?v=r4gEAQg1S2U

  22. condom conundrum 97.9% men who are sexually active know the importance of condoms and the ill effects of oral contraceptives 94.4% men don’t like to use condoms 95% married couples (in the age group 15-49 years, when fertility is at its peak) do not use condoms. Product differentiations and sexy marketing still haven’t managed to tackle the blatant distaste for the condom National Health Profile 2018 and the National Family Health Survey (2015-16)

  23. Ministry 2.0 Context : There has been a slow uptake of condoms in India ● clearly indicting men’s ignorance towards their responsibility of family planning. Population hasn’t seen any positive control or ● degrowth Union ministry of health and family welfare is now ● going back to revive the category of oral contraceptives. Primary Premise : Women for women. Debunking myths and encouraging each other to use regular oral contraceptives Treatment : Happy and encouraging https://twitter.com/zoamorani/status/1157169897224359937/video/1

  24. THE PATRIARCHY OF CONTRACEPTIVES

  25. FEMALE HYGIENE What makes it Taboo? its association with menstruation

  26. Region Religion Society and Culture Africa Abrahamic- Islam, Judaism, Christianity Advertising South Asia Hinduism Films United States Jainism Education Exceptions: Buddhism, Sikhism MENSTRUAL SUPPRESSION

  27. seclusion protective protective secret unclean THE WORLD embarrassment impure discomfort shameful BLOODY SISTERS gross hidden awkward scared confusion What is a sign of a healthy and fertile body is twisted into being thought as profane, impure, and something to avoid.

  28. PERIODS OF PERIOD ~ product innovation 1900s 1920s 1930s 1940s 1950s Linens pinned to sanitary belts Sanitary belt with disposable pad Tampon with cardboard applicator Tampon with digital applicator Sanitary belt with disposable pad 1960s 1970s 1990s 2000s 2010s Washable cloth pad Self adhesive maxi pad Maxi pad with wings Tampon with cardboard applicator Menstrual cups

  29. PERIODS OF PERIOD ~ communication 1991- 1998 Ads were primarily directed at the European and Anglo-Indian population. 1945 1929 1885 Economic liberalisation - Whisper, kotex, Johnson & Johnson, Stayfree Kotex was being sold in India as “economical.” 1954 Southall Brothers & Barclays from England, - distributed in Calcutta, Bombay, and Poona retailers. TG: Europeans and rich Indians. an advertisement showed Kotex seeking to create a value of association with other “modern Indian women”

  30. 1885 - 1991

  31. “Do not tell anyone, it is your secret.” “It will be shameful if anyone else finds out about it.” “SHH….let’s go to a corner first, where no one can listen.”

  32. https://www.youtube.com/watch?v=o5Rdv3Z4tDE https://www.youtube.com/watch?v=p8Sp7taOBHY DIALOGUE VOICEOVER 1991-2013 BACKGROUND SONG & TITLE IMAGERY https://www.youtube.com/watch?v=xT3OkQqgF0s https://www.youtube.com/watch?v=IyrIT0p093c

  33. Refrain from using the word ‘periods’ or ‘menstruation’. Substitutes :Those five days , Silence The product description is in the form of words like protection center, secure wings, keeps you protected all day and no fear of stain. VOICEOVER DIALOGUE These ads play upon the notion of silence and the awkwardness around menstruation that girls have harbored from a young age. Menstrual blood shouldn’t ‘leak out’ in the literal sense as well as in the sense that no one should get to know about it. FINDING BALANCE The omission of the word is followed by enforcing the idea of SHAME It will be shameful if anyone else finds out about it. They go on to ideas of choice in women’s lives and empowerment of women. They have successfully restricted menstruation to the private space and made sure it is not ‘spilled out’ in the public. The ads culminate their message in the emancipation of women. BACKGROUND SONG & TITLE IMAGERY Menstruation is posited as a barrier to women’s lives by these ads and keeping it away from the public domain and effectively hiding is shown to being success in women’s lives. The ads also emphasize that not only is menstruation to be spoken about in ‘secret’ but even the product itself has to be kept insulated from the public gaze.

  34. TAKEAWAYS The ads are giving a solution to this ‘omnipresent threat’ of the evidence of bleeding which will then facilitate their success. Empowerment also, then, becomes a commodity to market along with the sanitary napkin. This version of empowerment was actively disempowering.

  35. The Decade of Awakening 2014 -

  36. COSTS TABOOS AWARENESS

  37. #HAPPYTOBLEED | Nikita Azad ~Menstrual Taboo Activist MENSTRUAL HYGIENE DAY, PAD AGAINST PATRIARCHY

  38. https://www.youtube.com/watch? v=waJtI-HXGH8&list=PLVdNAIvf g8NQYaBxwVQBLVEIWyDTXLzu A&index=10 https://www.youtube.com/w atch?v=_fsCYkm5UIE

  39. PRODUCT INNOVATIONS & SUSTAINABILITY SOCIAL MOVEMENTS - Organic, biodegradable pads | Menstrual cups. - Period proof underwear | Overnight period panties. Happy To Bleed is a social movement to counter menstrual taboos and stigma in India. 2018 2015 2019 2014 BRANDS Whisper’s Touch the Pickle and Let’s talk period campaigns, was about breaking the taboos and talking about it openly. GOVERNMENT & CINEMA July 22 - Sanitary pads are now tax-free in India. Sept 28 - Ban on women entering Sabarimala lifted Menstrual hygiene day was declared PAD Man | Period. End of Sentence

  40. A day in the life of a real menstruating human https://www.youtube.com/watch?v=c9z2IxJV1lA MENstruation https://www.youtube.com/watch?v=-QEDZkj_Riw

  41. EMPOWERMENT WHISPER, MOVIES, GOVT., ACTIVISTS KOTEX, HEY DAY, STAYFREE, THINX Functionality in terms of product features 2014 -0W FUNCTIONAL (cost, comfort, hygiene) LOW 1885-1990 1991 - 2013 SOUTH HALL, KOTEX WHISPER, STAYFREE, KOTEX, SOFY, DON’T WORRY LOW

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