The I&B Ministry in India chose to ban television advertising for condoms, between 6 am and 10 pm. Does this impact the industry? Where is the prospective user anyway? Digital advertising as a far more credible media to advertise, is what this presentation brings out!

1. A MIRUM INDIA VIEWPOINT ON CONDOM ADVERTISING

2. LET’S NOT CONDEMN THE BAN* ON CONDOM ADS ON TV
DIGITAL EXISTS
*I&B Ministry issued a statement on 12th Dec 2017 to allow Condom ads aired on TV only between 10 pm and 6 am.
Reason : that some channels carry advertisements of condoms repeatedly which are alleged to be indecent especially for children

3. THERE WAS A HUGE HUE & CRY WITH THE RECENT 6 AM-10 PM BAN ON CONDOM ADS ON TELEVISION…

4. INDIA with 1.32 Bn population has
an overall 6% condom usage
(European countries have usage rate
close to 30%)
LOW CONDOM USAGE HIGH URBAN USAGE
Usage in Urban India is
much more as compared to
Tier 2, 3 towns
LET’S STUDY SOME TRENDS ON CONDOM USAGE IN INDIA FIRST
Source : Established Report 2017

5. • The video was seen and discussed over 3 Mn. times
• Brand Durex was Trending on Twitter
• >120 Positive sentiments articles were written on Digital
• 200 Mn impressions were created
• The response microsite helped to gain reach with 20%
audience from mobile
THE SOCIAL STIGMA IS PREVELANT BUT ONLINE IS THE WAY FORWARD TO TALK IN A FUN WAY
Source : Established Report 2016
*Kindly note : Durex has purely been researched from media campaign and digital activity perspective : No Copyright Infringement intended

6. Started In 3 months
10Lacs
condoms were shipped
out to customers within
3 months
#FreeCondomStore
• Trended for more than 4 hours with >3443 tweets
• 6 Mn Impressions gained
• 3 Mn Reach
• Video views over 3.7 Lac
• Over 121 stories in digital media across platforms
• Celebs such as Govinda & Gaurav Gega engaged with TG on digital
• “The Thing we love for free” content series on Fb reached to over 65000+ people
DIGITAL IS ALSO THE PLACE TO EDUCATE AROUND THE NEED AND DRIVE DEMAND AS WELL…
Source : Established Report 2017

7. THIS IS BECAUSE OUR AUDIENCE LIVES AND BREATHES ON DIGITAL
TARGET AUDIENCE
Primary
18-32 Year Male living in Urban/Sub Urban India
Own a Smartphone
A group most at risk in terms of sexual behavior
62.5Mn.
83%
Login on Fb at least
once a day
50%
Login on Instagram
atleast once a day
86%
Watch YouTube content at
least once a day
51% TG follow Sportstar on Social Network
SPORTS LOVING ENTHUSIASTS
80%
Watch YouTube content at
least once a day
Secondary
32-40 Year Males living in Urban/Sub Urban India
Own a Smartphone
Mainly are married or in long term relationship
23.8Mn.
80%
Login on Fb at least
once a day
41%
Login on Twitter
atleast once a day
44% TG follow News / media organizations on Social Network
STAY UPDATED WITH EVENTS / NEWS
46% TG spends on an Avg. 1-4 hours per day on Social 59% TG spends on an Avg. 30 Min-3 hours per day on Social
Source : Pro Global Web Index 2017

8. YESA TV BAN IS SURELY GOING TO IMPACT THE REACH via TV MEDIUM
BUT…….
OUR TG IS ENGAGED ON DIGITAL,
IT WOULD BE INTERESTING TO SEE BRAND CAMPAIGNS IN NEXT FEW MONTHS/WEEKS
*Kindly note : Durex has purely been researched from media campaign and digital activity perspective : No Copyright Infringement intended

9. SO IF YOU ARE A CONDOM BRAND WHO WAS PUTTING AD MONEY ON TV, WHAT CAN YOU DO NOW ?
Advertise aggressively across relevant
channels on Digital with Content at its core
with High Reach and Affinity.
Look to have sharper Targeting and follow the
prospective user wherever he goes on digital by
crafting personalized user journeys.

10. AND HOW CAN BE YOUR PARTNER IN THE PROCESS ?
Social Media Communication
Creating powerful brand stories
that touch the lives of consumers
through Social Media
Social Media Listening
Reaching out to a wide network of
the uninhibited customers and
provide personalized responses.
Enabling Technology
Ensuring your brand is on top
when it comes to social/digital
technology.
Content Production
Developing your brand’s message
effectively across all creative
formats.
Media Planning & Buying
Advertising your website,
products or initiatives using the
right knowledge and tools.
Media Analytics
Every platform throws data at
you. We turn that data into insight.

11. HAPPY TO HEAR FROM YOU
Write to us at bd.in@mirumagency.com