Madison Media & Bobble AI supports KamaSutraâ€™s sexual wellness initiative

The metaverse is the future, and brands across verticals are coming onboard the metaverse bandwagon. KamaSutra, India’s second-largest condom brand, has joined hands with its AOR Madison Media & Bobble AI, the country’s largest conversation media platform with 65 Mn users globally coupled with the domestic media powerhouse, to launch its 6 distinct NFTs as part of its sexual wellness campaign.

The first mover in its category to enter the metaverse space, KamaSutra Condoms, a brand of Raymond Consumer Care Limited, will donate the funds generated from the NFT sales to Pathfinder International, a global non-profit that focuses on sexual wellness and reproductive health. Further, having had a strong presence in the country for 31 years, KamaSutra looks to normalize sexual conversations and drive desirability of the brand and its products among the open, outgoing, and experimentative GenZ. KamaSutra leveraged Bobble AI’s potential and Madison Media’s prowess to reach out to millions of relevant audiences through a highly innovative and strategic 2-phase campaign to increase the brand visibility & popularise its creative content through the platform before launching its first ever NFTs.

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In the first phase, Madison Media helped the brand launch a conversation media campaign where 9 KamaSutra branded stickers were created. These stickers denoted various flavors of the brand surrounding their “Flavors of Love” mantra and could be used by consumers in the conversational space on leading chat platforms. The 3 best performing stickers have been picked up for the second phase of the campaign, coupled with 3 additional graphics which have been designed from scratch with a philosophy of experiential design, and minted as NFTs. These NFTs have been featured on Bobble AI’s new NFT storefront nft.bobble.ai and KamaSutra’s social media platforms.

The three of the nine stickers have been consistently popular on the Bobble AI platform garnering 2.4million impressions and upwards of 40K shares within the first month. The sticker themes included banana, strawberry, and orange flavors of KamaSutra condoms. Millennials and GenZ are excited to discover and adopt the KamaSutra branded content into their daily conversations, while some of the power consumers may even purchase the NFTs at nft.bobble.ai. The strategically driven & executed campaign by Madison Media for Kamasutra has certainly made waves in the media fraternity & with millenials/GenZs alike.

Sharing his thoughts on partnership with KamaSutra and Madison Media, Ankit Prasad, Founder & CEO of Bobble AI, said, “At Bobble AI, our mission is to enhance the conversation experience for billions through our deeptech innovations. We have been collaborating with brands from across industry verticals to make smartphone conversations personalized and engaging through stickers, GIFs, and more. This partnership with KamaSutra & Madison Media expands our mission one step further – into the metaverse conversations. The newly launched NFT storefront by Bobble, nft.bobble.ai, aspires to be the preferred platform for all brands to mint their NFTs and create meaningful marketing campaigns around it.”

“KamaSutra has always been an iconic brand with memorable marketing campaigns. Now, with our category-first foray into the NFT space, KamaSutra has ventured into the web 3.0 world, and it’s onwards and upwards from here. The idea is to create futuristic brand experiences, which is only possible through great partnerships and adopting new-age technology. We are delighted to team up with Madison Media and Bobble AI, platforms with a unique solution and a penchant for facilitating immersive conversations for the same,” added Pooja Sahgal, Chief Marketing Officer, Raymond Consumer Care.

"We are breaking new grounds and exploring new opportunities in a VUCA environment with KamaSutra. It's a category first. Metaverse is a paradigm shift in how we experience the digital universe. Leaping in can enable brands to explore unique, connected experiences. Delighted to touch new heights for our brand and be a partner in their Digital entry into the Metaverse" - Vandana Ramkrishna, COO, Madison Media Ace.