20 years of selling condoms – KamaSutra completes 20 years
The occasion was the 20th anniversary of condom brand Kamasutra that was launched in the year 1991 by Gautam Singhania, Chairman and MD of Raymond Limited with those who contributed to the brand's standing today in some way or the other got together at a Canvas - suburban lounge to celebrate the success of its 20 years completion.
Funny man Cyrus Broacha left everyone in splits with his standup comedy act as an anchor. The faces of the 'bold advertisement' which made Kamasutra a household name were those of model-actress Pooja Bedi and supermodel Marc Robinson. The two were honored on the occasion.
Kamasutra (KS) was launched with a bold campaign in 1991, at a time when sex was still taboo. What was the idea behind it? - In those days, condom use wasn't talked about. We realized that if we wanted to get into that category, we had to do it properly. We wanted a loud campaign that would get us noticed. We needed a sex symbol to launch our brand and hit upon Pooja Bedi. She had a great face for KS and along with model Marc Robinson; they became part of the sensual ad.
Reminiscing about the launch, Mr. Gautam Singhania said, “At the time of its launch, Kamasutra ads faced resistance in the form of accusations of challenging conservative Indian sensibilities. The brand faced the challenge of media channels refusing to carry Kama Sutra’s bold advertisements. However today, the brand is a grand success in terms of consumer acceptance. We are the leading condom brand, especially in urban and metro markets. “KamaSutra is much more than a condom brand. It signifies liberation as a way of being. KS is today symbolized as the expert in the art of lovemaking. Such an encouraging response to the brand and its positioning fuels our drive to innovate further on the products and campaigns of KamaSutra in the future.
The KamaSutra Business History:
2011- Chill Thrill & Warm Intimacy condoms & Launch of 2 Women Deos (a: Maya, a: diva)
2010- Launch of Wet n’ Wild, a first -to-market innovation
Launch of Excite Series
2007- Entry into deodorant category
2004- Launched new Brand Identity & new innovative packaging & Launched Kamasutra Long last, super thin and Intensity condoms
2003- Launch of KamaSutra Sport
1996- Joins Ansell Ltd to form J.K. Ansell Ltd.
1994- Starts the export business
1992- Becomes the no 2 brand in market
1991- Launch of KamaSutra
Mr. Peter Carroll, President - Sexual Wellness, Ansell Healthcare said, “India is a promising consumer market. The Indian consumer has a unique perspective on all aspects of sex, intimacy and relationships, and is continuously evolving. We have seen this evolution demonstrated every time we’ve have introduced a new innovative concept in India. Our every product innovation has met with resounding success in the country. This encourages us to further launch innovative products in the future.”
These innovative products have been supported by bold campaigns in keeping with the KS philosophy of enhanced consumer experience and for them to enjoy the pleasure of love-making.
Mr. Ranju Kumar Mohan, Director and Business Head, JK Ansell Limited said, “Today, it is not just condoms but other personal care products like deodorants have also embarked on sensual campaigns. To have identified such a potential twenty years ago goes to state the vision of this iconic brand. That our pioneering effort has been rewarded with consumer acceptance drives us to innovate on our products and create campaigns for KamaSutra which connects with consumers whether it is through use of our website kamalounge.in and other social media engagements or use of print or activation.”
JK Ansell is a 50:50 joint venture between the Raymond Group and Ansell International for manufacturing and selling the popular 'KamaSutra' brand of condoms and personal care products.
Source: Times of India & SPICYSTARS MUMBAI
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