‘Manforce's Sunny Leone plus Arnab creative is every moment marketing’

The Grapes Digital creative around a faux pas that went viral reached 1.5 million users on Facebook, 57,000 likes and 8,000 shares across social media

e4m by Tasmayee Laha Roy
Updated: May 30, 2019 9:08 AM

Amidst the buzz of the Lok Sabha election verdict, there was one video which went viral. It was of Arnab Goswami accidentally addressing Sunny Deol as Sunny Leone during the Counting Day coverage.

The creative minds behind Manforce, which is endorsed by Sunny Leone, jumped on to the chatter around it to use it to their advantage and how.

The condom brand, which is known for its quirky ads, turned around the whole Arnab faux pas as a successful digital media campaign in a day’s time. Grapes Digital’s creative around the incident that didn’t last for even 2 seconds reached 1.5 million users on Facebook only. The creative that said, “Dear Arnab, We understand she is always on our mind as well” followed by a hashtag #thenationknows, saw close to 57,000 likes and 8,000 shares across social media.

According to the digital team, the creative is a classic example of ‘every moment marketing’.

“To count the total impressions is impossible because we can never trace the number of screen grabs shared on WhatsApp but in terms of response the creative got 70 per cent more response as compared to any other creative we put up on social media. All this just in a matter of 24 hours,” said Shradha Agarwal, COO, Grapes Digital.

Entertainment is no longer driven by controversy and Bollywood only, experts said. Sex is the new category being discussed in open forums and meaningful content around it is also taking the internet by storm, Agarwal said. Condom ads have been shifting focus from sexual undertones to being more content driven. Tongue-in-cheek creatives, quirky visuals and entertaining videos have been ruling the sector, thanks to Ranveer Singh and Sunny Leone who endorse the two top brands in the category-Durex and Manforce. 

“We all enjoy a conversation around sex and the category is becoming very interesting with the usage of quirky and intelligent content. We do not miss any conversation around sex or Sunny Leone and whenever either comes up in dialogue on any media we pick it up and put up a creative around it. This helps us stay relevant and be a part of social conversations that works in favour of the brand ideology,” Agarwal added. 

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