KamaSutra was the most significant consumer product launch in 1991 in India. It has retained its unique positioning of being bold and sensual over the years. It created revolution in the category with its launch and the revolution continues with the strategic re-launch in 1998 & 2005.
KamaSutra changed the packaging that is extraordinarily one of its kind in the category. The packaging continues to:
- Retain sensuality, yet modern and trendy.
- Brings newness in the brand
- Edgy
- Modern
- Sophisticated
- New generation
- Improved qulity
- New font for brand reinforces
- Class
- Premium
- Newness
- Improved quality
- Variety
- An international look
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| Consumer perception to the new packs |
WRAP AROUND |
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In synch with the ‘wild’ and ‘secretive image’
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For Textured & Scented Range
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IN & OUT BOX |
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In synch with his family ties / relationship
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Wife / committed relationship
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Unique Selling propositions of the new packaging style
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- Unique wrap around wallet - First time in the Condom Industry
- Picture partially hidden -
- Reducing embarrasment at Purchase Point
- Making in the Pack displayable
- Sensual picture can be viewed in Private and at leisure
- Cover flap enables
- Better Branding
- Variant Stands Out
KamaSutra packs are segmented on the product function and their price points.
- Textured -- Dotted.., Ribbed--, Contoured
- Scented -- Black Currant
- Premium Offering
- LongLast (Desensitized condoms)
- SuperThin (Really thin condoms)
- Intensity (Dual textured condoms)
- Xtra Large (Flared Condoms)
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| TEXTURED (Available in Pack of 3's) |
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Kama Sutra Dotted |
Kama Sutra Ribbed |
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| SCENTED (Available in Pack of 3's) |
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| PREMIUM (Available in Pack of 3's) |
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Kama Sutra LongLast |
Kama Sutra SuperThin |
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