Campaign details
Brand: Masti CondomsBrand owner: PSI India Private Limited (PSI IPL)Lead agency: Leo Burnett IndiaCountry: IndiaIndustries: Contraceptives, family planningMedia channels: TelevisionBudget: Up to 500k
Executive summary
Launched in 1989, Masti Condoms was one of the first condom brands in India. The company changed its model from a non-profit organisation to a for-profit 'modern social enterprise' in 2016 and wanted to make Masti a profitable brand. Most younger people were unaware of the brand and those who remembered it, remembered it as an outdated brand that resonates...