Mankind - Manforce Condom
  • The beginning of a new product line, a new brand for Mankind – Manforce Condoms. Mankind Pharma’s 1st OTC brand.
  • Manforce is now established as a premiere condom brand in India.
Infinity Advertising helped us strike gold by introducing the concept of Surrogate Advertising
Santosh Ojha

Brand Manager

  • Overview

    Mankind Pharma – the fastest growing pharma company of India, started in 1995.

    Infinity began its journey with Mankind in 2006.

    Mankind Pharma came up with aphrodisiac drug called ManforceA (Sildenafil Citrate) in competition with Viagra and Cialis.

    It did not take off too well in the market despite being available at a lower cost, though the foreign brands were making inroads.

    So, Mankind Pharma approached Infinity to provide a solution.

  • Approach

    Infinity came up with a unique solution based on the simple principle of Surrogate Advertising.

    Suggested that Mankind should come up with a new (surrogate) product in the condom category, known as Manforce condoms.

    Mankind ventured into other OTC products post this. Flavoured condoms were introduced for the 1st time in India.

    With every strip of Manforce A, a condom was given free of cost.

    Conceptualised a new brand, which is a market leader now.

    Vrinda Parekh was brought in as the Celebrity Ambassador.

  • Conclusion

    The strategy worked wonders to the extent of making Manforce a premiere condom brand in India. This led to the beginning of a new product line, a new brand for Mankind – Manforce Condoms. Mankind Pharma’s 1st OTC brand. And the rest is history.