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7/21/2019 Maverickdetailedpresentation Finalversion 140829140641 Phpapp01

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BUSINESSCHALLENGE

A whole lotta Love. But stil

Challenge - Grow the sexual well-being category in India by increasing the fre

AND increasing adoption by target segments

60% of men

sex abou

But the Indian

penetration


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Lets have conversations th

BRANDCHALLENGE

Create a Fun, Healthy & Safe Attitude Towards Sex

- Initiate an engaging brandconversation with lovers on

celebrating greatsex the Durex way -Healthy, Fun & Safe!


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CONSUMER INSIGHT

What is the deep & unrevealed behaviour?


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CONSUMERINSIGHT

Its Good, but I am curi

* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities Mumbai, Pune, Jaipur, & Ahmadabad).

89% of menhappy wi

But dig a little deeper, and you find that...78% use the word Good to describe their sex lives, not Great ... and over 68%

Adventurous, Fun & Intimate sexual experiences.

As a matter of fact:- 62% are open to experimenting with sexual well-being products & toys for

- 45% want to indulge in role plays/fantasy scenarios to spice thi- 43% want more romantic/intimate experiences


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... and I want more

- 68% of men craving excitement, want to indulge in more role playand fantasy experiences (More FUN)

* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities Mumbai, Pune, Jaipur, & Ahmadabad).

- 54% of men with intimate sex lives, want to experiment witproducts/toys to spice things up (More ADVENTURE)

- The few who do experiment with products are

lives, and dont want to change an

CONSUMERINSIGHT


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Lets Talk About Sex, B

Based on results of the 2013 India Today Sex Survey 2013

Indian men usually don't discusstheir sex lives openly.

But most are open to sharing their sexual fantasies withtheir partners ...

... and would even prefer talking to ththey're not happy with sex in their ma

CULTURALINSIGHT


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Men in India believe they have a GOOD sex life.

But they are CURIOUS to know more. To EXPERIENCE mo

More Fun. More Intimacy. More Adventure.

... And theyre willing to TALK about it. ASK for it. DO mor


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THE BIG IDEA

Great Sex & Conversations Powered by FIA!


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FIA Mobile App Powered by Dur

CONSUMERA private digital space, poweenables a healthy, safe and flovers to spice up conversat

around SEX, and interactio

BRAND OBJEC- An opportunity for Durex

emotional brand as- To create a habit that ste

If its Great Sex, its Got


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FIA Mobile App Salient Featu

A mobile app that uniquewith the app installed

phone

A fun, and sexy app that

DISCOVERvia fun &

Play out FANTA

PLAY ON naughty 2

Browse REX-O-PEDIA

Create & capture sp

Create & browse user-g

Get local recommend

restaurants & special ev


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Pre-defined or custom-generates quizzes (7 questions)for couples to discover naughty& not-so-naughty things about

each other

Roleplay - Recreate (via chats)popular scenarios from

Hollywood/Bollywood movies(Princess Leia and Han, Devdas& Paro, Raj & Simran, Salim &

Anarkali, etc.)

Play modified (nversions of po

games (suchthing', 'jigs

- An expert guide to dating,relationships & great sex- Information on products

available in the sexual well-being category

- Dedicate a- Capture ins

pict- Create a digit

pictures and cfrom t

User submittedfun & adventu- Along the line

SEXI


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DRIVING HOME THE APP M

Curious Case of Rex & his girl Fia (Fun. Intimate. Adventur


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Campaign Idea A 6-month long campaign involving viewers in Rexs qu

finding his FIA Communication & interactive elements around Rexs jou

find her, charm her, sweep her off her feet, and TOGEexperience great pleasure

Rex & Fia:Characters personifying thewants & desires of the urban

Indian couple in a fun,attention-grabbing way


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From Campaign to the A

To ignite, drive & sustain interest iapp

The campaign will drive downloa

registrations for the app & ensucontinued usage


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ONLINE STRATEGYPremium Content Marketing

- Comic strips on Rex & FIAs struggles around dating, relationship & sex intodays smartphone-mad world (chronological)

- YouTube Comic strips converted to mini YouTube episodes (1.5 to 2 minsanimated videos)

-www.keepkama.inOnline central content hub

Social Media Strategy- Rex & FIAs dedicated Facebook & Twitter pages with witty & humorous status

updates- Youtube pre-roll ads: Animated ads urging viewers to visit the respective FB

pages and help Rex & FIA with advice (via polls & status updates)

KEY OBJECTIVE- To guide visitors to the app download pages on FB & www.keepkaam.in

before they take any action (view a video, comic strip or participate in a poll)

Rex & FIA In pursuit of great plea
http://www.keepkama.in/http://www.keepkama.in/http://www.keepkama.in/


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OFFLINE STRATEGY

Restaurants/Movie Theatres/Shopping Malls- Rex & FIAs drinks/food recommendations

- Literature on the table/counters Table standeespromoting the app

Print- From Good to Great - A series of articles(sponsored by Durex) on sex-

related advice/opinions (centered around Rex & FIA to subtly promote theapp)

- E.g. Is your smartphone ruining your relationship? Turn it around withG2G, Rex Todays sexually aware man that every woman needs to

know

EventsRex & FIAs GREAT Party Series Dance Music concerts across major cities

KEY OBJECTIVE

- To promote the app & content on www.keepkama.in/G2G& Facebook

Go where the couples are ...
http://www.keepkama.in/G2Ghttp://www.keepkama.in/G2G


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IN PURSUIT OF PLEASURE

Inducing change by ensuring undivided attention!


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Attitude Change Powered by D

For real change to happen, we'll have to start with

With our attitude towards Sex!

#Don'tJustDoIt ...

#KeepKama & #EnjoyIt

The app will help generate Fun & Adventurous conversatio

... that will also get reflected in Rex & Fia's relationsh

All about introducing ideas in an environment where

TG's undivided attention.


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You had my curiosity. But now you h

attention

In a complex market like India, Durexsidea to generate fun & healthy conversationRIGHT first step.

This is especially true given that:- Indian men not only want sex more often, but they want it adventurous, fun

- Theyre open to discussing/sharing their wants & fantasies with their p

Hence, the crux of the MOBILE-DRIVEN STRATEGY lies in enabling- Target Consumers To Do So In A Specially-created Digital Environment Where D

Undivided Attention

A long-term view to GRABBING, NURTURING & SUSTAINING consumer at

towards the sexual well-being category


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And mobile-driven because .

- On an average, Indian consumers spend over 3 hours a day on their smartphones, atime is spent on apps

- Over the last 2 years, there has been a 63% increase in app usage, and a 20% increusers on smartphones

- Social and chat apps are the reason why most new users buy a smart

By 2015, 41% of all internet access will exclusively be via mobile phones. Smartphon

primary internet access medium over the next few years.


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REX CORNERS

A win-win for modern retailers & consumers


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Not just stock DUREX products, but also- Male and female hygiene products in tie-

up with other non-competing brands- Rex & Fia merchandizeBar accessories,

stationary, apparel, phone cases, bags,etc.

Rex Corner A cooler purchase e

REX Corners within Modern Retail Stores- A specialty store within supermarkets to separate the purchase process from other gr

products


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Exhibit - www.keepkama


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Srujani Panda - ISB Class of 2015#HopingtobeMaverickPanda

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