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The Iconic Condom Brand KamaSutra Turns 20

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The iconic condom brand, KamaSutra that Gautam Singhania, the Chairman and Managing Director of Raymond Limited launched in 1991 celebrated its 20 years of successful business. KS, as it is called in short by industry and consumers alike is a JK Ansell brand and is India’s leading condom brand in metro markets.

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The Iconic Condom Brand KamaSutra Turns 20

  1. 1. The Iconic Condom Brand KamaSutra Turns 20<br />The iconic condom brand, KamaSutra that Gautam Singhania, the Chairman and Managing Director of Raymond Limited launched in 1991 celebrated its 20 years of successful business. KS, as it is called in short by industry and consumers alike is a JK Ansell brand and is India’s leading condom brand in metro markets.<br />Remembered at the time of launch for its bold advertising, the KS campaign sizzled on television screens in the 1990s with its sensual messaging, when the condom industry was then operating in the safety space.<br />Reminiscing about the launch, Mr Gautam Singhania, Chairman and Managing Director, Raymond Limited 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 KamaSutra’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. Still remembered by all for its bold concepts and visuals, KamaSutra may well be said to have pioneered sensual advertising in India.”<br />Emphasising on the trend that the KS campaigns brought about in India, Mr Aniruddha Deshmukh, President – Textiles and JK Ansell Limited said, “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. <br />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. Already, our first product extension in the form of KS deos has met with huge success within three years of launch.”<br />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.”<br />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.<br />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.”<br />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.<br />Courtesy: http://glamgold.com<br />

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