Manforce Condoms has rolled out a campaign #CoolestDaddy ahead of Father’s Day. The campaign is an extension of the year-long campaign #CondomNahiManforceBolo (don't say condom, say Manforce) and sets the stage for taking an unconventional approach to strengthening the bond between father and son.

 

 

 

 

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The ad film captures a conversation between a father and son on the discovery of a condom pack in the son’s pocket, thus setting the narrative for what could potentially be an awkward situation. The mother turns to the father to complain about the 'embarassing discovery' concerning the son, expecting the father to take the son to task and reprimand him for his alleged misdemeanour. 

To her dismay and the son's utter relief, the father instead of rebuking him goes on to deal with the situation in an understanding and chilled-out manner.

What we think about it: The film takes a refreshing angle to something that's still considered a taboo topic in many Indian households and is a baby step towards normalising conversations around sex with grown-up children.

Joy Chatterjee, associate vice president, sales and marketing, Mankind Pharma, said, “We at Manforce Condoms always encourage using protection during intimate moments to practice safe sex. Therefore, leveraging the messaging for Father’s Day, we came up with the campaign #CoolestDaddy. It underscores the importance of not shying away and initiating open conversation with the children to build confidence in them so they can confide the deepest secrets in their fathers without any hesitation”.

The campaign was rolled out on 12 June across social media platforms.