MUMBAI, INDIA — Digital-first creative agency, The Glitch, part of VMLY&R, has conceptualized and created an innovative digital campaign for India’s largest sexual e-superstore, Love Depot — the latest initiative from TTK Healthcare Ltd., the pioneer of the sexual pleasure business in India. Edgy yet inclusive, #ThePleasureIsAllYours normalizes pleasure of all kinds for everyone — regardless of age, gender, orientation, etc.
The topic of pleasure has always been of taboo and stigma in India. Discussions around sexual wellness are generally considered distasteful and off-limits because “pleasure” remains mystified in mainstream media — a by-product of lust. Within this restricted environment, The Glitch and Love Depot look to encourage candid conversations around pleasure and what it means for love, partnership, human need or in fact, lust.
#ThePleasureIsAllYours beautifully encapsulates and promotes pleasure in a simple and clean way. Conscious efforts were made to ensure that there was a clear distinction between cool and crass. Ultimately a full-fledged campaign was created, that took steps towards not only normalizing pleasure but also making it look cool, appealing not to a particular age group, but to a cohort willing to have conversations around sexual wellness out in the open.
The hero film highlights the various ways in which people seek or engage with pleasure, showcasing choices, habits and more, eventually stating that no matter what gets one kindled, Love Depot holds the potential to bring one’s fantasies to life. The brand promotes pleasure with no strings attached, helping people acknowledge it so that one day they may embrace it.
The film is part of the wider campaign which includes a KOL awareness campaign, health & sexual wellness articles across lifestyle publications and prominent blogs, as well as a full social activation including story content, reels, and a media plan. This wider digital scope has also been conceptualized and executed by The Glitch.
Launching a sexual pleasure brand at such a scale for the first time in India, Love Depot products are now available and accessible to anyone over 18.
Yudhajit Mukherjee, Creative Director, The Glitch, said “We have long believed that tapping into culture is the key to connecting with our audience and with Love Depot, we’re able to show a part of a regular Indian’s life that either gets skipped or gets judged. The campaign acknowledges that pleasure is different for different people and that all kinds of pleasure are normal, and we’re proud to work with a partner like Love Depot who shares our inclusive, purpose-powered values.”
Arjun Siva Digital Marketing Head of TTK Healthcare Ltd & Love Depot, added, “Love Depot is fearless when it comes to breaking traditional boundaries. The Glitch has truly understood the Love Depot ethos, in making pleasure accessible to everyone, and I look forward to paving the way for open dialogue, which will ultimately lead to education, acceptance and of course safety.”
The Glitch handles the brand across social media, media buying, SEO and Commerce.