KamaSutra is India’s first sexual wellness brand on the Metaverse

Kamasutra, one of India’s leading sexual wellness brand from Raymond Consumer Care Limited (RCCL), became a first mover in their segment, yet again, with ‘Kamaverse’, a one-of-a-kind museum on the Metaverse. Targeted at GenZ, this offering chronicles the ancient Indian history on sexuality, eroticism and emotional fulfilment in life with a fresh outlook, thanks to the revolutionary technological advancements the Web3 era.

Speaking about Kamasutra’s latest disruption, Pooja Sahgal, Chief Marketing Officer, RCCL, said: “Kamasutra has always been a pioneer in the sexual wellness category. Guided by the brand purpose of ‘Unleashing Confident Lovers’, we created a contemporary and innovative space on the Metaverse called the Kamaverse - another first in the sexual wellness category. This one-of-a-kind space is a virtual museum experience with different zones that chronicles ancient KamaSutra with a modern and fresh outlook and also a platform to explore and engage the young consumers enabling them to ‘Make Love Like Never Before’. We also created a virtual Influencer - Kamya - present inside the Space to guide the users through the zones. We are pleased and confident that with Kamaverse's appeal and modern outlook - a safe space for both pleasure and education that the young consumers would greatly benefit.”

Kamaverse is a collaborative effort of RCCL; Madison Media and eCultify. Vandana Ramakrishna, COO, Madison Media, Ace, said, “The launch of Kamasutra’s own Metaverse campaign is yet another success story delivered in collaboration with RCCL, Madison Media and eCultify. Madison Loop Team has worked hard to create interactive and immersive experiences for their audiences through their content, which keeps the target hooked and booked throughout the campaign. eCultify has been a reliable partner for artistic design and for creating one-of-a-kind experiences for mobile and desktop users. eCultify and Madison Loop's effortless alignment to our vision and smart execution make success story creation much easier just before the launch.”

Elaborating on this technological marvel, Kosal Malladi, Vice President, Madison Loop, said, “New technology requires new thinking. With 5G becoming a reality in India, now is the perfect time for us to capitalise and innovate. Kamaverse is going to spark a trail for others to follow. We appreciate the faith shown by the RCCL team in us. eCultify team has been a brilliant partner in bringing this vision to life.”

Founders of eCultify Mayur Khatwani and Vivek Kumar added, “We have created multiple Metaverse experiences for our clients, but the one for Kamasutra has, by far, been the most satisfying (pun intended). The creative vision brought in by the Madison World's team and RCCL helped us craft this one-of-a-kind experience that we cannot wait to share with the world! We have been able to let our minds run free and execute our ideas which most other brands might not allow us to do. We are looking forward to a longer-term collaboration with both Madison World and RCCL.”

Kamaverse is an avenue for visitors to explore the vast world of intimacy and eroticism. The two-floor zone has selfie (take a selfie and win rewards), products (browse through and buy the wide range of top Kamasutra products) and NFT (create art and get it featured on Kamaverse) zones on the ground level. The first level is dedicated to KamaCafe (a hangout zone), seduction (videos and creatives on the art of seduction), pleasure (fun and exciting way to learn about foreplay) and lovemaking (lessons on lovemaking based on the modern Kamasutra ideology) wings. The visitors can also be part of an exciting treasure hunt, and engage with the lovely, Kamya, a virtual influencer who will give a tour of Kamaverse.

Visiting Kamaverse has its rewards. Visitors, who click selfies at the selfie zone and linking them to their social media handles, stand to win exciting prizes. They are also encouraged to experiment with their imagination by creating their own NFTs. The best ones will feature on the existing NFT wall with the names of the creators.

Last year, KamaSutra became India’s first ever sexual wellness brand to launch NFTs in the category. A pioneer for introducing the concept of sex as a pleasure to India joined hands with Bobble AI, the country’s largest conversation media platform, to launch its six distinct NFTs as part of its sexual wellness campaign. The funds generated from the sales were donated to Pathfinder International, a global non-profit that focuses on sexual wellness and reproductive health.