Masti Condoms: Man of the Match

Masti Condoms used a TV-led campaign in India to refresh its image and boost share in a valuable market.

Campaign details

Brand: Masti Condoms Brand owner: PSI India Private Limited (PSI IPL) Lead agency: Leo Burnett India Country: India Industries: Contraceptives, family planning Media channels: Television Budget: Up to 500k

Executive summary

Launched in 1989, Masti Condoms was one of the first condom brands in India. The company changed its model from a non-profit organisation to a for-profit 'modern social enterprise' in 2016 and wanted to make Masti a profitable brand. Most younger peo

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