New Delhi. In a recent development, the ministry of Health and Family affairs has decided to re-launch once hugely popular Nirodh brand of condoms and contraceptives. The decision was taken after a long drawn debate at a hi-level cabinet committee which was formed to closely study the condoms that were seized from a garbage dump raid at the JNU campus recently.
JNU inspired govt’s initiative
The committee has highlighted its observation that a large chunk of the disposed condoms found on campus belonged to a popular international brand, followed by prominent Indian brands and a rather small yet significant number of recently launched herbal brand. The decision to re-launch Nirodh was taken factoring in the burgeoning potential for condom based contraceptive amongst the youth.
Gearing up for stiff competition in the sector, the Govt has laid out aggressive marketing efforts to ensure its brand penetrates the market deeply. Sources close to the ministry have hinted at the possibility of commissioning glamorous models to render attractive branding and packaging.
Talks are also underway to sign-up several, if not all of the laid-off Kingfisher calendar girls for the campaign. The marketing would also focus on leveraging the ‘retro’ image of Nirodh and hopes this will appeal well with youngsters who are increasingly embracing vintage trends and icons of a glorious past- from revolutionary political figures to motorcycles and hairstyles. Notwithstanding the results of this effort, the initiative has certainly projected the government in a progressive light, sheathing it from the JNU fiasco and the sticky mess created in its aftermath.
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