Bindaas Bol makes an impact IN  ( May '30,2007, The Hindustan Times, Mumbai)

T HE SOCIAL advertising campaign, Condom Bindaas Bol, has made a mark, over-achieving its target of four per cent sales increase on condoms per year, thanks to a well-orchestrated 360degree integrated marketing communications campaign. ORG/AC Nielsen sales data reveals that there is a 21 per cent increase in condom sales in volume terms and a 29 per cent value increase.

The ORG/AC Nielsen data also shows that retail take off (volume) of commercial condom brands increased by 6.4 per cent during the project period, and the value of commercial condom brands sold through retail outlets increased 10.3 per cent (CAGR) during the project period. The campaign impact study indicates a 12 per cent increase in the consistent use of condoms and an overall increase in condom usage by 22 per cent.

Launched in 2004, in partnership with ICICI Bank, USAID with PSP-One India, Corporate Voice | Weber Shandwick, and Lowe India, the campaign was conducted across eight north Indian states including Delhi, Rajasthan, UP, Uttaranchal, MP, Chattisgarh, Bihar and Jharkhand, that account for 40 per cent of India's population and 45 per cent of the condom market in India. The campaign rollout focused on separate media strategies for national and regional media. National media were used to raise the issue; regional media were used to create buzz around the contest.

Says Anand Verdhan Sinha, country director, PSP-One India, "The campaign idea was simple: remove embarrassment around condoms, which meant getting as many people as possible to say the word ‘condom'. The campaign's aim was to normalise the image of condoms and condom users. The campaign focused on three aspects: campaign TVC, direct outreach, partnerships and endorsements. Celebrities Shekhar Suman and Palaash Sen did five-seconders on television for free."

New partnerships were forged with regional media in target states to create focused and controlled message delivery. Again, in partnership with two national broadcast channels, Condom Bindaas Bol talk shows were produced on a pro-bono basis. Also, new media initiatives such as online communities creation, podcasts and viral video mailers contributed positively to spread awareness, because that triggered discussions in the youth circuit.

A consumer and retailer contest was organised to take away the embarrassment of asking for, or selling condoms. It was leveraged in the media through the announcements, anecdotal features on responses to the contest, and declaration of contest winners. The video mailer shows a shy cus tomer encouraged by a retailer to ask for a condom. The names used to address the customers are common Indian names. Each email recipient was also addressed by their first or last name. More than 50 video mailers have been made.

The www.youtube.com site was used to podcast the campaign TVC and links were emailed to media, advertising fraternity, corporates and the general public. The podcast received 12,000-plus hits within four months. A Condom Bindaas Bol community was created on www.orkut.com, a highly popular social networking site that facilitates discussion and debate amongst Indian youth. Since October 2006, nearly 100 members have registered. A mass SMS campaign to vote for the condom campaign was launched as "My Story of the day" on NDTV 24x7, a leading news channel in India. Approximately 2,000 viral video mailers have been distributed since March 2007.

Usage patterns have also changed. Consistent use of condoms with spouse (among married men) increased from 32 per cent to 44 per cent. Consistent use of condoms with non-regular partners increased from 75 per cent to 80 per cent. There has been a 16 per cent increase (from 54 per cent to 70 per cent) among the target audience in the belief that condoms are not only for high risk behaviour.

Looking ahead, Sinha says, "We would like to share the learnings from the campaign with other organisations involved in promoting such issues."