KamaSutra Launches First of its Kind - Honeymoon Surprise Pack in India
India’s first and foremost condom brand – KamaSutra, today unveiled yet another first of its kind offering – Honeymoon Surprise Pack on the momentous occasion of its Silver Jubilee Celebrations. A pioneer in the condoms category, KamaSutra played a pivotal role in bringing sex out of the closet with the concept of ‘For the pleasure of making love’ in India around 25 years ago. The Honeymoon Surprise pack contains an eclectic assortment of products entailing seven different condom variants, three most sought-after flavours and a few other elements that are sure to spice things up for couples. Gautam Hari Singhania, Chairman & Managing Director, Raymond Ltd and Ranju Kumar Mohan, Director & Business Head, JK Ansell Ltd, unveiled this exciting product along with Pooja Bedi, Marc Robinson and ad guru Alyque Padamsee.
Brand KamaSutra launched in the year 1991 was the brainchild of Gautam Hari Singhania and is reckoned till date for its bold and sensuous advertising campaigns. The first campaign featured Super models Pooja Bedi & Marc Robinson and the same was created by Alyque Padamsee and all of them gathered after 25 years to celebrate this momentous occasion.
Speaking about the journey of KamaSutra in India, Gautam Hari Singhania shared, “Launching a condom brand 25 years back in a country like India was indeed a bold step that challenged the status quo then. Brand KamaSutra can now be termed as a revolution that changed the country’s perception of sex and taboo related to condoms. Having faced stiff resistance and weathered multiple controversies, brand KamaSutra till date has a top of the mind brand recall in the category and symbolizes sex in true Indian context.”
We believe in enhancing consumer experience with new launches, as today consumers are seeking new experiments. Explaining the rationale behind the launch of this innovation, Ranju Kumar Mohan explains; “Being the pioneers in the industry, KamaSutra has earned a distinct brand positioning that has developed a strong connect with the Indian consumer in the past 25 years.” This latest offering is one of its kind in the country that is sure to be a hit with the newly weds and anyone who is willing to experiment.
Having set consistent benchmarks, KamaSutra has earned a distinct position for itself as a brand that warmed up India to the art of making love. KamaSutra became a household name with its bold and sensuous advertisement in the early 90’s. Recalling the making of one of the most controversial ads, actor-model Pooja Bedi said, “I am happy as KamaSutra launches its new Honeymoon Surprise pack. Shooting for the first ad of the brand still remains an indelible memory and is one of the best campaigns I have been associated with.”
An elated Alyque Padamsee said, “Conceptualizing KamaSutra campaign was a challenge during the early 90’s when condom ads weren’t as prevalent as they are today. Integrating condoms with pleasure was a herculean task at a time when talking about condoms was a taboo and perceived as a means of family planning only.”
Through the years, KamaSutra has experimented and innovated with its products and has been the forerunner in the country for introducing many firsts like dotted, Flavoured, climax delay, ribbed and ultra-thin condom variants. In its journey so far, KamaSutra is the only condom brand in the world to have successfully extended into the deodorant category and one of its variant ‘KS Spark’ has become No.1 in Aerosol segment.