{"id":1824,"date":"2021-07-05T11:51:48","date_gmt":"2021-07-05T06:21:48","guid":{"rendered":"https:\/\/onlykutts.com\/?p=1824"},"modified":"2021-07-05T11:51:49","modified_gmt":"2021-07-05T06:21:49","slug":"kamasutra-the-pleasure-of-making-love","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/05\/kamasutra-the-pleasure-of-making-love\/","title":{"rendered":"Iconic Ads: Kamasutra &#8211; The Pleasure of Making Love"},"content":{"rendered":"\n<p>In 1991, a Korean company wanted to manufacture condoms in India, partnering with Raymond. Gautam Singhania approached Alyque Padamsee at Lintas. He was impressed with the work that Lintas had done for Park Avenue.<\/p>\n\n\n\n<p>Research showed that men saw condoms only as a means of family planning. They despised them as they found them to be badly made and an impediment while having sex. \u201cCondoms! It\u2019s dirty rubber!\u201d Thanks to Nirodh, a thick, dirty rubber that was uncomfortable. A condom was the last thing they thought of when they wanted to have sex.<\/p>\n\n\n\n<p>So Alyque suggested a sexy condom. \u201cLet\u2019s take a condom and make it sexy\u201d, much to the consternation of everyone because no one thought a condom could be sexy.<\/p>\n\n\n\n<p>The name &#8220;Kamasutra&#8221; was given since it was associated with the act of making love in our culture.<\/p>\n\n\n\n<p>And Lintas collaborated with Raymond\u2019s technical team to create a variety of condoms, including Ultra Thin, Dotted, and others. As a result, instead of being merely a utilitarian tool for family planning, the condom evolved into a lifestyle item.<\/p>\n\n\n\n<p>They exploited the love and sex aspect since it was a sexy condom. The brand became associated with a man who provided intense sexual fulfilment. That&#8217;s how the tagline was created: &#8220;For the Pleasure of Making Love.&#8221; Thus the pleasure and safety was highlighted.<\/p>\n\n\n\n<p>Shot by Prabuddha Dasgupta in Goa. Gautam suggested Pooja Bedi &amp; Prabuddha suggested Marc Robinson. The print ads had stills of a man &amp; woman in intimate positions but nothing vulgar or explicit.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"192\" height=\"263\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-1.jpeg\" alt=\"\" data-id=\"1827\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=1827\" class=\"wp-image-1827\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-2-1024x576.jpeg\" alt=\"\" data-id=\"1828\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=1828\" class=\"wp-image-1828\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-2-1024x576.jpeg 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-2-300x169.jpeg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-2-768x432.jpeg 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-2.jpeg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"600\" height=\"700\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/48252492.jpeg\" alt=\"\" data-id=\"1829\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/48252492.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=1829\" class=\"wp-image-1829\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/48252492.jpeg 600w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/48252492-257x300.jpeg 257w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>Once the campaign was shot, many newspapers refused to carry the advertisements. An MP in the Lok Sabha said it was against Indian tradition to talk about sex so openly.<\/p>\n\n\n\n<p>The Advertising Standards Council of India (ASCI) called Alyque, saying: \u2018Mr Padamsee, you got a meeting today, will you please attend it? We are talking about banning the KamaSutra ad\u2019. So, he went to the meeting, and they all said: \u2018Mr Padamsee, how can you say things like this in public? How can you say things like for the pleasure of making love?\u2019<br>Alyque replied that a condom is for making love and \u201cdo you think it is for filling up with water and used as a water balloon during Holi!\u201d There was dead silence after that and finally, the ASCI Chairman said, \u2018Mr Padamsee, we will have a discussion and get back to you\u2019. But they never got back to Alyque and Lintas continued the campaign.<\/p>\n\n\n\n<p>The advertising budget was small, but thanks to the attention, KamaSutra became a national brand within six months. There were not enough supplies to meet demand across the country.<\/p>\n\n\n\n<p>It opened people\u2019s minds that there was nothing dirty about sex, there is no harm in talking about sex.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since it was a sexy condom, Lintas exploited this for brand name and also the tagline.  It opened people\u2019s minds about sex<\/p>\n","protected":false},"author":1,"featured_media":1826,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,424,450,451,449,209,317],"class_list":["post-1824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-alyque-padamsee","tag-condoms","tag-jk","tag-kamasutra","tag-lintas","tag-prabuddha-dasgupta"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Kamasutra - The Pleasure of Making Love Point of View<\/title>\n<meta name=\"description\" content=\"Since it was a sexy condom, Lintas exploited this for brand name and also the tagline. 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It opened people\u2019s minds about sex\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/05\/kamasutra-the-pleasure-of-making-love\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-05T06:21:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-05T06:21:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/KS-logo.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"258\" \/>\n\t<meta property=\"og:image:height\" content=\"196\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Kamasutra &#8211; The Pleasure of Making Love\",\"datePublished\":\"2021-07-05T06:21:48+00:00\",\"dateModified\":\"2021-07-05T06:21:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/\"},\"wordCount\":474,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/KS-logo.jpeg\",\"keywords\":[\"advertising\",\"alyque padamsee\",\"condoms\",\"JK\",\"Kamasutra\",\"lintas\",\"Prabuddha Dasgupta\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/\",\"name\":\"Iconic Ads: Kamasutra - The Pleasure of Making Love Point of View\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/05\\\/kamasutra-the-pleasure-of-making-love\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/KS-logo.jpeg\",\"datePublished\":\"2021-07-05T06:21:48+00:00\",\"dateModified\":\"2021-07-05T06:21:49+00:00\",\"description\":\"Since it was a sexy condom, Lintas exploited this for brand name and also the tagline. 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