KamaSutra

Kamasutra began with a bold, category sweeping statement—For the pleasure of making love—that propelled it in to the ‘most recalled brands’ league. Proposing to enhance sexual pleasure, the brand’s sensual and candid visualization and wide range of product variants made it an instant hit and India’s second largest selling condom brand.However somewhere along the way it started to falter in its steps.The brand seemed to suffer an image perception crisis

KS needed to give back people their happy, loving relationship! The current imagery seemed to border on the promiscuous and embarrassing. Instead of two partners in a passionate exploration of physical intimacy, it came across as solicited sex. We realized the brand needed to celebrate a relationship based on love, respect and mutual trust.

KS was thus reborn! The logotype was refined to suggest a sense of adventure, energy and a modern outlook. The K and S letters in the logo when used alone also intertwined like bodies in physical intimacy. The new images shot by ace lens-man Prabhuda Dasgupta depicted an aspirational, encouraging concept of sexuality within a meaningful relationship.

Speaking to customers and chemists, we also found out that the product was rarely asked for by viewing the variants available, but more by recall, as the imagery on the packs made chemists uncomfortable to display them. That’s when we hit upon the idea of a hide-n-seek pack. A structural innovation in the wallet and boxes allowed a discreet exterior suitable for display, with an inner flap for the image. We called this the K-cut. The new structure with its distinctive form cut through the clutter of the competition and offered ample space for variant specific communication. This opened the door for the introducing of more variants, each one distinctly identifiable and understandable.

The distinctive iconography that Icarus created for the brand has allowed it to offer a very wide range of variants spanning differentiated functional benefits and price points. Significantly it has enabled the brand to move into new categories. The new range of Deo’s offered by the brand has been extremely successful, selling at the premium end of the market.