"The idea is to create futuristic brand experiences"
Condom brand KamaSutra has launched India’s first sexual wellness NFTs.
The company, which is a brand under Raymond Consumer Care, has partnered with Bobble AI, India’s largest conversation media platform, which has 65 million users globally.
They have launched six distinct NFTs as part of KamaSutra’s sexual wellness campaign.
From the NFT sales, KamaSutra will donate the profits to Pathfinder International, a global non-profit organisation that focuses on sexual wellness and reproductive health.
Speaking about the move into NFTs, Pooja Sahgal, chief marketing officer, Raymond Consumer Care, said:
“Being an iconic brand with memorable campaigns.
“Now, with our category-first foray into the NFT space, KamaSutra has ventured into the Web 3.0 world, and it is 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 and Bobble AI, platforms with unique solutions and a penchant for facilitating immersive conversations for the same.”
In the first phase, KamaSutra launched a media marketing campaign in which nine KamaSutra-branded stickers were created.
The stickers denoted condom flavours, including banana, strawberry, and orange.
The three best-performing stickers were then selected for the second phase of the campaign.
They will be coupled with three more stickers and minted as NFTs.
Vandana Ramkrishna, COO, Madison Media Ace who facilitated this partnership, said:
“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.”
Sharing his thoughts on the partnership with KamaSutra, Ankit Prasad, Co-Founder and CEO of Bobble AI, said:
“Being a category first and we pledge our support to the brand’s cause in enabling the GenZ to spread awareness around sexual wellness.
“At Bobble, we have been collaborating with brands across industry verticals to make conversations fun through stickers, GIFs, and more.
“Through our partnership with KamaSutra, we are taking it a step further – into the metaverse.”
“Consumers will be able to incorporate Bobble AI’s stickers into their daily conversations and even purchase the NFTs at nft.bobble.ai.”
Three of the nine stickers have been consistently popular on the Bobble AI platform, garnering 6.5 million impressions and upwards of 55,000 shares.