Manforce Condoms continues #ShutThePhoneUp campaign for second year
Campaign also provides solution for victims of misuse with #ResetItRight
Published - 24-December-2018
Manforce Condoms’s campaign #ShutThePhoneUp was a rage on the internet last year and was an extension of what the brand always stands for – safe sex.
The campaign was aimed at creating awareness about the risks associated with recording one’s private moments on the phone.
In 2017, the campaign video showed how losing a phone could end up being a nightmare for a newly-married couple. This year, the brand has continued the campaign by talking about how deleted data could be retrieved and misused.
The campaign’s first edition was driven and symbolized by the oath of putting a condom over the phone. It became a social movement and was supported by millions of Indians. It also went on to become a topic of national debate.
This year’s campaign execution has caught fire right from the beginning. A blurred MMS of a couple making out was circulated among the masses with the communication, “This could have been you”. The audience immediately got the message with the video’s engagement crossing the 13 million mark.
The teaser also established the premise for this year’s oath, which saw an even bigger response, with several users choosing to take the oath to #ShutThePhoneUp by covering their face with their hand that read “this could’ve been me”.
The brand has also given victims of voyeurism a voice. They came forth and shared their experiences to warn couples from using their phones, while they are together.
The goal of the campaign was also to offer a solution for those who have already used their phone for clicking images and recording videos. Manforce Condoms curated a page with all information essential to #ResetItRight on their official website.
Cashify, an online re-commerce platform also supported the campaign. They directed their ground-force to confirm with the sellers that the phone was completely formated and encrypted, before they collected it. It was all done to ensure that no data remained on the phone.
“People need to realize that apart from social networking, there is also a dark side to technology. Tools that are used to retrieve deleted data, can be used for unethical purposes, like retrieving compromising information. This information had to reach people. From circulating the MMS to encouraging people to take up the oath and then onto enabling them to #ResetItRight, we aimed at informing people that regardless of the safety tools, apps & mechanisms, their safety lies in their own hands and nowhere else. The center of it all was driving the main message of preventing people from shooting that MMS, and to #ShutThePhoneUp,” said Shradha Agarwal, COO & Co-Founder, Grapes Digital.
Speaking on the occasion, Rajeev Juneja, CEO, Mankind Pharma, said, “We always strive at bringing about a social change and drive awareness towards ‘safe sex’. But the sexual experience is no more limited to physical intimacy – we can all become victims of voyeurism in some form or the other. It must be understood that the only way to stay safe from voyeurism is by not recording videos or sharing risqué images at all. The campaign needs to reach as many people as it can and for that we request the people of the country to come out in support and take the pledge to #ShutThePhoneUp.”
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