That said, what is the outer limit to Public Display of Affection (PDA)? Hugging casually or holding hands, or planting a goodbye kiss in the open have probably become culturally passé in most urban spaces. [Cover Pic: “Kissing in Public” by Canadian artist Pamela Allen whose work was on view at the exhibition ‘The World of Threads’ (2016) in Oakville, Ontario, Canada.]
The problem begins when a very private act — making love in a public space for example — becomes an object of public voyeurism, for there is nothing essentially very private about public spaces.
Manforce Condoms seeks to foreground the idea and practice of safe sex in its latest digital campaign while bringing to light the dangers of PDA extending into an intimate act even inside the supposedly safe confines of a car in a parking lot.
Referring to the campaign, Joy Chatterjee, DGM, Mankind Pharma said, “As a responsible brand, we take pride in sensitising couples about safe sex. This time we have a strong message to those couples who indulge in PDA, thinking they are doing it within the four walls of their house. It’s important for them to understand where they are, what they are doing and how their action can ruin their life.”
The #YouAreNotAlone campaign has been conceptualised and executed by ADK Fortune Communications Pvt. Ltd., Gurgaon. “After our successful campaign #ShutThePhoneUp, we wanted to continue with this momentum of sensitising people about ‘safe sex’. And that is how we arrived at our fresh campaign #YouAreNotAlone. The campaign speaks about the danger of letting your guard down in a public place. Irrespective of what the place may look like, there is always danger lurking around and that can ruin your life,” says Subroto Pradhan, Managing Partner, ADK-Fortune.
Client: Mankind Pharma
Mankind MD & CEO: Rajeev Juneja
Mankind Team: Joy Chatterjee, Eshita Goswami
Agency: ADK Fortune Communications Pvt. Ltd.
Managing Partner: Subroto Pradhan
ECD: Uday Rao
Creative Team: Sanyam Sharma, Piyush Gupta
Account Management: Ambar Sharan Lal, Vishnu Narain Lal, Abhishek Bajpayee
Production House: Elements
Director: Vivek Das Chaudhary