Radhika Apte talks sex in new Epic Condoms campaign

Sexual wellness brand, Mankind Pharma’s Epic condoms make an attempt to bring women into the discourse of sexual well being with their new ad campaign, “Is condom a taboo?” with Radhika Apte. Epic condoms acts as a counterpart to Mankind Pharma’s Manforce which has led the market share within the category for years.

In a series of videos, Apte poses a couple of questions and statements that make us confront why we really refrain from candid conversations about intimacy. “Condom. Aaj bhi yeh shabd sunke hum uncomfortable ho jate hai. Kyun? Aaj bhi condom khareedne ka decision apne partner par chor dete hai. Kyun? Kya iss decision mai humari choice se kisi ko fark nhi padta?” (Condom. The word continues to make us uncomfortable. Why? We continue to leave the decision of buying a condom on to our partner. Why? Does our say not matter in this decision at all?)

As a result, Apte instigates an honest conversation surrounding women and sex , asking important questions like ‘Why do we leave buying condoms up to our partners when it affects us as much as it affects them?’ or ‘Why not make my own choice and understand what product brings me pleasure and most importantly pain’

The campaign takes a revolutionary approach to sexual well being, by convincing women to initiate buying condoms and take charge of their health. It also challenges the norms and patterns set by the competitors of the category and takes a different direction to a topic, so often hypersexualised, through a sensitive and caring lens.

Garnering millions of views since its release a few days ago, the advertisements have surely struck a chord amongst consumers who have begun to question the narrative set by mainstream brands of the category. It has reinforced the idea of responsibility onto young women who have yet to realise the significance of protecting oneself.