We didn’t talk to them about condoms/sex/orgasms/anything. We just challenged them to a race. The Slow Cycling Race. From malls to public places to popular hangouts we went wherever the youth were. Passers-by, shoppers and even onlookers were encouraged to take part. When the winners finally crossed the finish line, they were greeted with this: A dramatic reveal of 'whoever comes last, wins' banner. The surprise was followed up with sales. Thus driving home the product benefit of prolonged pleasure in a way that was different yet fun.

The response was overwhelming! Over 9,000 slow cyclists in just 3 weeks, across 4 cites. This led to an increase of 21% in sales for the month, which was Cupid's largest margin in 2011-2012. Malls and other popular hangouts called in wanting to conduct more such races. Cupid plans to make the Slow Cycling Race a bi-annual activity. But most importantly, condoms became a part of conversations.