The lighter side of Prudence

Prudence, DKT International’s premium condom brand (DKT also markets Josh in Pakistan) organised the Prudence Comedy Tour in Karachi and Lahore in the second week of June (there are plans to go to Islamabad after Ramzan).

Amara Ashraf, Brand Lead, DKT International, says generating serious consumer level engagement for a sensitive product such as condoms is difficult in Pakistan, which is why they opted to work with activation agency, Bulls Eye Communications, and put a light spin on the topic by inviting stand-up comedians Ali Gul Pir and Danish Ali to create skits about how embarrassing family planning is as a topic, while at the same time imparting awareness information about the use of condoms.

Although Prudence was launched in 2012, the initial marketing efforts were focused on trade marketing initiatives and it was only earlier this year that the brand produced a TVC and a music video – the comedy tour being an extension of the campaign.