Digital-first creative agency, The Glitch, part of VMLY&R, has conceptualised and created an innovative digital campaign for India’s largest sexual e-superstore, Love Depot – the latest initiative from TTK Healthcare Ltd., the pioneer of the sexual pleasure business in India. Edgy yet inclusive, #ThePleasureIsAllYours normalizes pleasure of all kinds for everyone – regardless of age, gender, orientation, etc.
The topic of pleasure has always been of taboo and stigma in India. Discussions around sexual wellness are generally considered untasteful and off-limits because ‘pleasure’ remains mystified in mainstream media – a by-product of lust. Within this restricted environment, The Glitch and Love Depot look to encourage candid conversations around pleasure and what it means for love, partnership, human need or in fact, lust.
#ThePleasureIsAllYours beautifully encapsulates and promotes pleasure in a simple and clean way. Conscious efforts were made to ensure that there was a clear distinction between cool and crass. Ultimately a full-fledged campaign was created, that took steps towards not only normalising pleasure but also making it look cool, appealing not to a particular age group, but to a cohort willing to have conversations around sexual wellness out in the open.
The hero film highlights the various ways in which people seek or engage with pleasure, showcasing choices, habits and more, eventually stating that no matter what gets one kindled, Love Depot holds the potential to bring one’s fantasies to life. The brand promotes pleasure with no strings attached, helping people acknowledge it so that one day they may embrace it.
The film is part of the wider campaign which includes a KOL awareness campaign, health & sexual wellness articles across lifestyle publications and prominent blogs, as well as a full social activation including story content, reels, and a media plan. This wider digital scope has also been conceptualised and executed by The Glitch.
Launching a sexual pleasure brand at such a scale for the first time in India, Love Depot products are now available and accessible to anyone over 18.
Yudhajit Mukherjee, Creative Director, The Glitch,said “We have long believed that tapping into culture is the key to connecting with our audience and with Love Depot, we’re able to show a part of a regular Indian’s life that either gets skipped or gets judged. The campaign acknowledges that pleasure is different for different people and that all kinds of pleasure are normal, and we’re proud to work with a partner like Love Depot who shares our inclusive, purpose-powered values.”
Arjun Siva Digital Marketing Head of TTK Healthcare Ltd & Love Depot, added, “Love Depot is fearless when it comes to breaking traditional boundaries. The Glitch has truly understood the Love Depot ethos, in making pleasure accessible to everyone, and I look forward to paving the way for open dialogue, which will ultimately lead to education, acceptance and of course safety.”
The Glitch handles the brand across social media, media buying, SEO and Commerce.
About The Glitch
The Glitch is a digitally-led creative agency which believes that through shaping culture, great business results can be delivered and being strategically driven is how great creative is made. With a wide range of clientele across industries and platforms, The Glitch has delivered award-winning campaigns for a wide spectrum of clients including Unilever, Netflix, LinkedIn, Lenovo, Diageo, Microsoft, Triller and many other international brands in the realm of entertainment, beauty, FMCG amongst others. With over 300 digital strategists, technologists, content creators and planners, The Glitch stands as one of the leading digitally-led creative agencies in India with offices in Mumbai and Delhi.
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Made up of more than 12,000 employees worldwide, the agency has principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. VMLY&R India encompasses VMLY&R, The Glitch and VMLY&R Commerce, and works with client partners including Colgate Palmolive, Marico, Ford, ICICI Bank, Kraft Heinz, Future Group, PepsiCo, Abbott Pharma and Swaraj Tractors. For more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).
About TTK Healthcare
TTK Healthcare Ltd. is one of India’s leading healthcare and consumer goods companies in India. TTK Healthcare is part of the TTK Group that was founded in 1928 by T.T. Krishnamachari, who later became Union Minister of finance, industry, and commerce. TTK Healthcare has a diverse product portfolio in sectors like medical devices and food products, as well as Consumer Products – with renowned brands like Skore, Woodwards Gripe Water, Eva and Good Home. The pioneer of the sexual pleasure space in India and the first ever manufacturer of condoms in the country, TTK Healthcare is constantly expanding its horizons by adding more innovative and quality offerings catering to the needs of consumers.