Unforgotten Brands: Kamasutra
KamaSutra’s emphasis on condoms being sexy and enhancing pleasure, particularly for women, fundamentally changed the perception of condoms
The concept for KamaSutra condoms originated with Raymond’s Gautam Singhania, who partnered with a Korean company interested in manufacturing condoms in India. Singhania then approached Alyque Padamsee, a renowned advertising expert, for insights.
After deep research, Padamsee discovered that men viewed condoms solely as a family planning tool, and many disliked using them due to poor design and the perception that they hindered sexual pleasure. Condom usage was an afterthought when it came to sex.
Padamsee recognized the need for a transformation and directed his team to reinvent condoms, aiming to make them appealing and sexy. This led Lintas, the advertising agency, to come up with the name “KamaSutra,” inspired by the ancient Indian text on the art of love.
Working closely with Gautam’s technical team, they developed a range of condoms, including Ultra Thin, Dotted, and other varieties. This marked a significant shift, turning condoms from a mere functional item for family planning into a lifestyle product associated with pleasure.
KamaSutra condoms were distinctive in their focus on pleasure, especially women’s pleasure, which was a revolutionary concept in a country like India, where sexual satisfaction for women was often neglected. The brand creatively introduced various types of condoms, such as ribbed, dotted, and flavoured, making the product stand out. This feminist approach to sex challenged the hyper-masculine narrative prevalent in the country.
The advertising for KamaSutra condoms received both praise and criticism, despite not relying on the expected “skin show.” What made it groundbreaking was its direct approach to discussing a sex-related product, and for the first time, featuring a female actor endorsing it, which was unheard of in Indian advertising.
To read more on the advertising, visit – https://onlykutts.com/index.php/2021/07/05/kamasutra-the-pleasure-of-making-love/
KamaSutra’s emphasis on condoms being sexy and enhancing pleasure, particularly for women, fundamentally changed the perception of condoms in India. It redefined condoms as part of the art of lovemaking, worn by men who cared about their partner’s pleasure.
In April 2023, Godrej Consumer Products (GCPL) acquired Raymond Consumer Care Limited’s (RCCL) FMCG business for ₹2,825 crore, which included popular trademarks such as Park Avenue, KS, KamaSutra, and Premium, further solidifying the brand’s legacy.
