KamaSutra, the condom brand from JK Ansell, has tied-up with writer Mintty Tejpal and animator Anand Singh Naorem (Andy) and will be using the cartoons created by them to drive growth further.
The duo has just started a publishing company called www.kintyarn3.com and has also published a book of sex toons titled “Oh Damn”. KamaSutra has signed on Tejpal and Naorem to create an entire line of sex toon merchandise, including mugs, coasters and T-shirts.
Elaborating on the tie-up, Aniruddha Deshmukh, President, JK Ansell, said, “We have tied up with Andy and Mintty to essentially use the cartoons which they have generated. There are three levels of activities planned, one is where we will distribute a certain amount of copies through our website, second is where we will use some of the cartoons for a certain period of time on packs of KS smooth. KS Smooth is youth oriented and we feel these cartoons would connect with youth pretty well.”
“Thirdly, we have the rights to use the cartoons on various merchandise, which could be coasters, T-shirts, mugs, etc. We believe that humour is a great brand connect with the youth and there is a good opportunity to further enhance the brand equity and brand position by having this association,” Deshmukh added.
Also, all Rs 10 packs of KS Smooth condoms will soon be accompanied by an erotic cartoon strip created by Tejpal and Naorem.
JK Ansell is the second largest player with a 26 per cent value market share of the Rs 100 crore condom market in India, and the company has maintained consistency in the advertising communication for KamaSutra ever since its launch in 1991.
For KamaSutra, the comic strip is an innovative idea to connect with the youth, the potential buyers of their basic KS Smooth brand.
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