The latest allegations levelled against Sunny Leone by CPI politician Atul Kumar Anjan for endorsing a condom brand, stating that it will “increase rape”, has caused many across the country to come out in support of the actress. It has also, once again, stirred public discourse about condoms. We caught up with ad gurus and experts to find out where to draw a line when endorsing condoms and what would be the best way to ensure awareness about them.
Filmmaker and ad man Vinil Mathew feels that ads that go overboard with suggestive content profit neither the masses nor the clients. “The content is censored by the (I&B) ministry but makers also should have a sense of judgment to restrain from going over board and offending someone. The client, too, will back off if they see something very suggestive as no one wants to get into trouble! But that said, the comments made by the minister were ridiculous.”
Popular ad guru Prahlad Kakkar feels that talking freely about condoms and sex in general can only decrease the incidence of problems such as HIV.
“If we take the example of Thailand, after their government and advertisement machinery shed all restraints while portraying condoms, there was a marked decrease in the number of HIV cases. What we need people to understand is that using a condom today is a matter of life or death. STDs such as HIV are lethal and are a much bigger menace to society. Only if we talk freely about condoms will youngsters who want to have sex, feel comfortable going to the medical shops and ask for a condom. If it is shrouded in mystery and remains a taboo, it will only discourage them from doing so.”
When asked how he will handle a condom brand if he ever had to, Prahlad says, “The problem is we are focussing on the wrong ‘gender’. Most of the condom ads are directed at men, while they should be directed at women instead. If you think about it, it is the women who often become victims of unsafe sex, be it with pregnancy or with HIV. And men are an irresponsible lot, where many are willing to sacrifice safety for the sake of some additional pleasure and preferences. The focus should strongly be on women, who must come out and say, ‘If it’s not on, it’s not on’. And for any man, using the condom is the least he can do.”
Vinil adds, “People are searching for different ways to reach out to the audience. And now that the audience is also more mature, ad makers are ready to push the envelope.”
Ad guru M.S. Gopal says, “I think it is bold for the creative team to have the script narrated by a woman. It is a very daring move. I think these days politicians just want to spark a controversy and gain their 15 seconds of fame, since it is the easiest way to get attention.”
About how the portrayal of condoms has only changed to accommodate changing needs of the society, Gopal adds, “Initially India was grappling with population explosion, hence condoms were pegged on a social cause. Later, AIDS became increasingly common, and condoms preached safe sex. In the ’90s Kama Sutra created a niche in the segment and sold condoms for pleasure. Today, it is only tension, and now you have ads which mostly cater to a woman’s needs.”
Ad campaigns for condoms alone, however, will not create any real change, contends leading sexologist, Dr Prakash Kothari. “Condoms are the solution to two of India’s biggest problems — AIDS and population explosion. However, what it should be accompanied by is an adequate and proportional increase of focus on sex education. Only then can progress be made ”
Inputs by Aarti Bhanushali and Julie Sam
