19% of Indian couples admitted to have filmed their moments of intimacy on their smartphones. The incidence was the higher amongst the younger lot, and highest amongst the newly married couples, our bull’s eye TG.

On the other hand, multiple researches and news reports pointed out at the disturbing number of cases of divorce, suicide and blackmail that resulted due to the leaking of private sex tapes. The stigma of living with compromised dignity was probably even more toxic than living with AIDS, especially for a woman.

Joining these 2 alarming pieces of data, we arrived at our idea. We simply asked young couples to #ShutThePhoneUp while being intimate, to safeguard themselves against any unfortunate eventualities.

Now, this idea had to be delivered through an execution that was hard-hitting and disturbing.

The campaign kick-started with the digital film. The launch was timed just before the peak wedding season in November, in order to catch the honeymooners.

Even the execution captured a honeymoon gone wrong for better connect and relatability with our TG. Within a couple of days the film went viral crossing 10Mn+ views. News stories started appearing across publications and channels. We timed our ambient activities accordingly, gaining maximum mileage.

More than 1,00,000 responses poured in within 3 days, thousands of them actually confessing to have indulged in such an act. Now they were insecure about the safety of their data. Stories started floating around in media about data security and about how data does not permanently get deleted from a phone ever.

Manforce then sent out a short DIY video to educate on how to permanently erase data both on iOS and Android.

The campaign achieved the following results:

Overall Views (video): 50Mn+ (90% organic)

Total comments: 5,00,000+

Total achieved impressions on Twitter: 51Mn+

Earned media: US$ 3Mn+

Total direct (one to one) engagement established: 1 Mn+

Total number of online and offline news publications covering the story: 70+

Top trending hashtag on Twitter for 2 weeks.

Though the campaign was never designed to result in sales growth, the sales for the next quarter went up by 8% Volume.

The Indian government is soon to table a bill in parliament making it illegal for a man to film his wife without consent.

Unfortunately incidences of leaked sex-tapes still continue to pop up in media but most of the times now Manforce gets an honorable mention where the story points out the campaign reminding people about the perils of such acts.