Normalizing Attitudes and Growing the Condom Market in India: The Bindaas Bol Category Marketing Campaign

Despite efforts by marketers and health programs, condoms sales in urban India declined by about 6%/year since 2001. Consumer research indicated several barriers – concerns about reduction in pleasure, embarrassment in buying and using, and the perception that condoms are not for regular or faithful relationships.

The task became to “normalize” and create a positive image of both condoms and condom users while engaging various stakeholders including marketers, media and government.

Expert interviews and secondary data helped focus on the preliminary barrier of embarrassment. A simple yet humorous campaign urging men to “just say condoms” was tested and aired, backed by on-ground and PR activities.

Impact was assessed through a campaign tracking study which showed that current use of condom with spouse increased from 38% to 60% and consistent use with non-regular partners increased from 75% to 80%. Sales audit reports showed total urban condom sales increased by 21% in project area as compared to 12 % in other areas. The campaign also received several awards including the UN Grand award.

Several important lessons were learned. The ‘normalization' campaign planning must start from a focus on the consumer, rather than on the health problem. Additionally, closely studying the communication environment can help focus on unaddressed issues. A successfull call-to-action need not directly address end use (in this case it was “just say it” rather than “just use it”) and it is important to involve retailers as a 'change agent' rather than as just a medium for message display.