SUPERBRANDS 2012

superbrandsindia.com

moodsplanet.com

MOODS
made from natural rubber latex. The range now includes nineteen variants viz. ultrathin, dotted, ribbed and all night the climax delay version; and in varieties that include condoms flavoured with the essence of chocolate, banana strawberry, coffee and bubblegum; scented condoms in fragrances such as rose, jasmine and musk; and unique ones such as XXX condoms (with dots and ribs and flared in shape), Absolute Xtasy (climax delay condoms with raised dots and contoured in shape), Extra Long and Coloured. Ever conscious of quality, HLL Lifecare Limited has worked its way to certificates from the world's most respected international agencies. Condoms manufactured by the Peroorkada factory have received several registrations: the CE, NF, SABS, KITE and the US FDA 510k. Production facilities comply with ISO 9001 and ISO 13485 while the plant itself has been awarded WHO GMP, OHSAS 18001 and ISO 14001 certifications. Each condom conforms to a range of international standards that include WHO 2010, ISO 4074, ASTM D 3492 and GOST-4645-81. part of the issue, marketing expedience suggested that extended testimonials would work wonderfully for this product category. As a result of this insight, the 'My Man' commercial for Moods was developed. It showed a couple discreetly intimate in public obviously satisfied with their emotional and physical relationship; the warmth in their bonding draws a yearning from onlookers for a similar rapport with their partners. Going by consumer research, which indicates that excitement in a relationship hits a plateau overtime and monotony creeps in, Moods has developed a new communication titled 'Your Time. Your Place. Your Moods.' The idea is rooted in the key consumer insight, thrown up by research, that couples are seeking newness and more self-assured performance to recharge their relationships. The creative idea hinges on people's universal and often unfulfilled fantasies of daring to have sex outside the bedroom. The commercial shows surprised characters in different situations discovering evidence of Moods users. The campaign is also strong in print where carefully chosen outdoor locations are depicted with a pointer in the form of Cupid or a pair of lips asking 'How about here?' The campaign disobeys the conventions of condom advertising with its humour and absence of sexual or explicit content.

Set up by the Government of India in 1966 under the Ministry of Health and Family Welfare, HLL Lifecare Limited is one of the world's largest condom manufacturers. Today, with a production capacity of 1.50 billion pieces annually it meets 6% of the world's demand. Moods has also helped shift focus from family planning to pleasurable protection that ensures exciting closeness between couples for a fulfilling and satisfying sex life.
protection against sexually transmitted diseases and as a birth control device. Increased uptake of condoms in Africa the region most affected by HIV- due to the growing disease prevention programmes organised by non-governmental associations, is also expected to propel market growth. HLL with a production capacity of 1.50 billion units currently caters to almost 6% of the global requirement and exports to more than 80 countries across the globe. The total Indian retail condom market stands at 1637.70 million pieces (Source: Nielsen Retail Audit Report December 2011). This is further subdivided into the subsidised and commercial segments, each contributing a share of 52% and 48% respectively. Jamaica, Trinidad & Tobago, the UK, Ireland, Latvia, Venezuela, Philippines and Sri Lanka, to mention a few.

Market
The global rate of human population growth peaked around 1963, but the number of people living on Earth and sharing finite resources like water and food has grown by more than twothirds since then, touching seven billion today. Human population is expected to exceed nine billion by 2050. Environmentalists believe that most environmental problems from climate change to species loss to overzealous resource extraction are either caused or exacerbated by population growth. Battling its own population increase, the Government of India realising the need for immediate action, began a social marketing campaign for the promotion and distribution of contraceptives in smaller towns and rural areas of the country. Thus was born HLL Lifecare Limited (formerly known as Hindustan Latex Limited) in 1966 under the Ministry of Health and Family Welfare. The use of condoms can be traced back several thousand years. It is believed that around 1000 BC the ancient Egyptians used a linen sheath for protection against disease. The syphilis epidemic that spread across Europe gave rise to the first published account of the condom. Having been found useful for prevention of infection, it was only later that the usefulness of the condom for the prevention of pregnancy was recognised. Later in the 1500s, one of the first improvements to the condom was made, when the linen cloth sheaths were sometimes soaked in a chemical solution and then allowed to dry prior to use. These were the first spermicides on condoms. The global condoms market was estimated at 19 billion units in 2009 and is forecast to reach 27 billion units and US$ 6 billion (C33,300 crore) by 2015, driven largely by the emerging economies of Asia, the Middle East and Africa (Source: Global Industry Analysts 2010). The condom use specifically in countries like India and China is growing continuously, stimulated by a strong economy, heightened public awareness about condoms providing
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History
Critical to the success of the 'Small Family Happy Family campaign' of the Government of India was the easy availability of contraceptive devices. Consequently in 1966 the Ministry of Health and Family Welfare set up HLL Lifecare Limited (HLL), then called Hindustan Latex Limited, in the natural rubber-rich state of Kerala, for the production of condoms to support its family planning initiatives. HLL established its first plant at Peroorkada in Trivandrum in technical collaboration with Okamoto Industries of Japan. The second and third plants were added in 1985 at Thiruvananthapuram and Belgaum. Two years later, HLL, which had set its sights on the premium-end of the market, introduced a brand called Moods. The popular 'Moods Please' campaign was a milestone in the advertising of the category as it brought in a whole new dimension of confidence through overcoming inhibitions. The 'My Man' campaign took it a step further by focusing on building a stronger bond between the couples. In the meanwhile, the first export orders came in from the Middle East in 2004, encouraging the company to seriously seek the international markets. Pressed for capacity, HLL commissioned other manufacturing units at the company's Peroorkada plant in November 2007 and a new one at Hyderabad in 2012 raising its status to amongst the largest condom manufacturing facilities in the world. In March 2009 the first dedicated Moods retail outlet Moodsplanet was inaugurated in Thiruvananthapuram, as a one-stop shop for the entire range of Moods contraceptives. This was then extended to Technopark, an office complex in the same city, which houses all the software and BPO companies, employing mostly youngsters. The success of this endeavour has thrown open the exciting possibility of extending this format to all major cities in the country.

Recent Developments
With the changing face of retail and the way consumers now shop, Moods has stepped up its presence heavily across organised retail in the country. Moods uses every touch point to connect with its consumers. The brand website www.moodsplanet.com serves to disseminate

Brand Values
Moods is positioned as a catalyst that helps to rejuvenate and strengthen relationships by getting them to do things together and bringing them closer. The pleasurable protection of Moods promises its consumers the sexual confidence for a fulfilling and satisfying sex life, thus ensuring an exciting closeness with their partners. The brand's proposition is paramount in its communications and promotional campaigns, in which Moods is the catalyst. Moods advertisements and television commercials communicate the brand in a very unique manner without being explicit in depiction. So delicately has the subject been handled that Moods TV commercials have, in the past, been cleared for airing on television channels without any cuts or time slot restrictions. This is a reflection of the brand's sensitivity towards its consumer's emotions and feelings.

Achievements
Sex as a subject of discussion is taboo in most homes and societies in India. This is ironic for a country credited with the origin of the Kama Sutra. The lack of discussion has only perpetuated ignorance and misconception about family planning and made buying a condom a humongous embarrassment. The task for Moods was cut out. It had to break the shackles of inhibition if the company were to succeed. A sensitive advertising campaign was conceptualised. This helped people overcome their mental block. The campaign was titled 'Moods Please.' It succeeded in making people confidently ask for a Moods condom. It also shifted the focus from family planning to one that improved the quality of life as also interpersonal relationships. In positioning Moods as a product of its times, the brand has modernised its packaging, too. A strategic change was initiated in 2004 with the Eye Candy range that gave the product an energetic and vibrant makeover. The Eye Candy packaging of Moods is sensuous without being erotic. While these changes were being incorporated for products marketed in India, a

new set of designs was developed for the more mature international markets. Called the Panache range, this packaging was devoid of human forms and images. With the maturing of the Indian market and a change in the perception regarding condoms, the domestic packaging has been upgraded. The international packs in the Panache range have been introduced into the domestic market in carefully calibrated phases. A premium product, Moods, is currently available in nineteen variants the largest range in the market offered by any condom brand in the country. Amongst these, the Moods Supreme Dotted emerged as the most preferred variant. Moods currently commands a 13% volume share of the commercial condom market in India (Source: Nielsen Dec 2011) and is all set for exponential growth. This belief is cemented by the support amongst the youth, who perceive condoms not only as a prophylactic but also as a pleasure enhancer. In a market like the Middle East with its deep-rooted traditions and restrictions on the category, it is to Moods' credit that it has powered its way to amongst the top three premium brands. Moods condoms are exported to 33 countries including such diverse markets as the GCC countries, Kenya, Botswana, Mauritius,

information on new products and future launches. It also addresses concerns regarding contraception, sexually transmitted diseases, relationship issues and updates. The website mostly focuses on the youth of today for whom sex is not a furtive, guilt-ridden concept but the fulfilling and fun aspect of a relationship. For those still shy to shop for condoms, the website offers online shopping. Leveraging the digital and social media, the brand now boasts a sizeable fan club with diverse nationalities and provides a platform to discuss, ideate and exchange thoughts on interesting and relevant topics. Its product development, too, continues unabated. Its most recent variants called Cool (with cooling lubricant), Warm (with warming lubricant) and 1500 Dots with five times more friction delivered, promise heightened pleasure. Accessories like lubes and wipes are expected soon for concerned users to explore the unexpected.

Things you didnt know about

MOODS
The Moods brand belongs to HLL Lifecare Limited, a Government of India enterprise The Moods brand name was suggested by Perceptions, a Mumbai-based advertising agency in 1984 When launched, Moods was the thinnest condom manufactured in the country The Moods logo with two locked Os, signifies the bonding between couples Glow condoms were introduced by Moods in India HLL manufactures 1.50 billion condoms annually or some 48 every second, around-the-clock Every single Moods condom is electronically tested for safety

Promotion
Moods' first television commercial in the 1980s showed a man fidgeting with words when in walks a young, smart and confident man, who says Moods Please and is out with his purchase in a flash. Prodding viewers to 'Act with Confidence' it helped shed inhibitions about publically purchasing condoms. While acting with confidence addressed one

Product
Moods is a male condom

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