A peep into Kamasutras Virtual Sex Hangout

The word KamaSutra always had a minimum guaranty of building a brand image.
And now, the KamaSutra condom brand has come out with a website that speaks more
boldly and frankly about the matters between the sheets. Of course, such talks
can get them an aroused buyer especially as the product is a contraceptive.

The website Kamalounge.in, which is aimed at tapping the growing digital
market, has youngsters occupying a major chunk of the online traffic, says a
report that appeared on the exchange4media website.

Though most of the content are adults only in nature, the creators of the
site have taken extreme care to help young professionals avoid getting caught
red-handed by their bosses while reading such content.

For instance, if you are reading some love-making tips when your boss
suddenly appears behind your chair, you could simply press page down button on
your keyboard and the website will pop up a more sober page explaining how to
be more efficient at work.

For a sensitive category like condoms, we decided to use the digital/virtual
medium for brand engagement with consumers as it allows us to connect with them
personally and in private to communicate our brand messages, says Ranju Kumar
Mohan, director, sales and marketing, JK Ansell, which owns the KamaSutra brand.

Mohan was quoted as saying in the exchange4media report, Kamalounge was
conceptualized as a virtual hangout for people. The site is designed to engage
and retain consumers through specially designed interactions at every level. The
layout is exploratory, ensuring a high level of consumer interaction and
involvement.

On the relevance of such a website for the Indian market, Mohan explains that
since India is a young country, reaching out to youngsters and promoting the
concept of condom usage was imperative.

Since young consumers are very active in this medium, a website like
Kamalounge.in will go a long way in engaging them to interact with the category
and the brand, he expresses confidence.

Kamalounge.in is all about sex and condoms. Its approach seems to have
started paying off as it has hooked a lot of young people and made a powerful
brand impression on their minds, using a lot of interactive zones and sections,
exchange4media report says.

One of such sections: How to do it is unique in its content as it not only
elaborates on how to have safe sex, but also on what a condom is all about.

CIOL Bureau

maildqindia@cybermedia.co.in