MAM
Manforce condoms rolls out a new ad ahead of Father’s Day
Mumbai: Manforce condoms has released a new ad ahead of Fathers’ Day in continuation of its last year’s campaign ‘Better Endings’ on unplanned fatherhood. The ad points to the increased time spent behind closed doors by couples getting caught up in increased moments of intimate indulgence, leading to a sudden rise in the number of quarantine babies!
The campaign draws inferences from multiple news reports on the existing home-quarantine conditions that caused an unplanned baby boom due to the segregation of couples globally while implicating the lack of protection.
“Based on our research and the current situation, we continued with our season 2 of the campaign, while keeping the core message intact. This is the best occasion to warn men against the fatherhood situation that they will land in if they do not use protection,” says Grapes Digital COO & strategy head Shradha Agarwal, the agency behind both seasons of the #BetterEndings campaign.
She added that the theme bears in mind that even during the fresh round of lockdowns for the second COVID- 19 wave, there was a rise in quarantine babies being conceived.
The campaign hilariously depicts how the enforced segregation indoors can result in inadvertent romantic encounters, leading up to unplanned parenthood, if one is not cautious. The latest film depicts various situations wherein the husband scores brownie points over his wife while helping out in sundry household tasks. At the joint completion of every chore, he impishly teases with a ‘Who’s your daddy?’ query at the wife.
The film concludes with the same query but, just when the couple’s intimate moment is interrupted by the sound of a crying baby. This makes for the film’s telling final message to viewers on choosing the right way to be called ‘ the daddy’ with #BetterEndings always being a matter of (the right) choice.’
A strong message on the importance of adopting safe, protected sex is soaked in a fun and light-hearted package to appeal to viewers across the spectrum. Just like the first creative in the campaign, this one too ends with the teaser: “For all those who don’t like the ending, we have a better one. For all those who do? Happy Father’s day!”
The campaign scores on its entertainment quotient, even as it educates viewers about relevant topics like unplanned pregnancy leading to impending parenthood.
Commenting on the need behind the campaign, Mankind Pharma DGM Joy Chatterjee said, “Safe intimate relations have always been our core message to our consumers. The situation remains the same as last year similar and hence the thought of the continuation of our #BetterEndings campaign. The concept and thought behind the campaign remain the same. It’s an initiative to reach out to the masses to keep them informed that we all should have our share of fun but be cautious and take necessary protection.”
The ad is now live across all social media platforms.
Brands
HYBE India, Samsung India team up to launch nationwide talent auditions
Partnership aims to discover and support next generation of female performers
MUMBAI: HYBE India has partnered with Samsung India to roll out a nationwide talent audition programme aimed at discovering and nurturing the next generation of female performers in India.
The initiative combines HYBE’s global entertainment expertise with Samsung’s technology ecosystem, offering aspiring artists a platform to showcase their skills and build a pathway into the music and performance industry.
At the core of the collaboration is a multi-city audition drive, supported both online and on-ground. Specially designed Galaxy Audition Studios will be set up across 10 cities, including Mumbai, Delhi, Bengaluru, Kolkata and Hyderabad, within Samsung’s retail spaces. These hubs are intended to give participants a hands-on environment to rehearse, record, and refine their performances.
HYBE India chief operating officer Dahae Lee said the partnership is rooted in a shared goal of supporting young women’s aspirations, adding that the company is committed to guiding talent “from the initial audition stages to the moment of their debut.”
Echoing the sentiment, Samsung India vice president, MX business Aditya Babbar said the initiative is about enabling young women to “be seen and heard on a global stage,” while creating meaningful opportunities through technology.
Participants will be able to use Samsung Galaxy devices to create and submit audition content, from recording vocals to shooting performance videos, making the process more accessible and integrated with everyday tools.
The programme is also being amplified through Samsung’s ‘Show them how it’s done #withGalaxy’ campaign, positioning the initiative as both a talent search and a broader cultural push around self-expression and creativity.
As India’s creator economy continues to expand, the partnership signals a growing convergence between entertainment and technology players. By combining infrastructure, reach, and storytelling, HYBE India and Samsung are betting on a new wave of performers ready to step into the spotlight.
