EPIC Empowers Women: Radhika Apte Champions Condom Choice Campaign

Mankind Pharma's EPIC campaign aims to empower women by advocating for their agency in selecting condoms. The advertisement features Bollywood actor Radhika Apte, who emphasizes the importance of women making their own choices regarding condom purchases. This departure from traditional marketing norms challenges the idea that condom selection is solely the responsibility of men.

EPIC's message extends beyond mere safety; it highlights the importance of pleasure and comfort, urging women not to compromise on their sexual health. Radhika Apte's endorsement reinforces the notion of female empowerment and choice in matters of protection and pleasure.

This campaign stands in contrast to Mankind Pharma's previous initiative, "Apni Bandi se pucho," which encouraged couples to discuss condom preferences together. EPIC, launched in 2022, represents Mankind Pharma's premium offering in the male condom market, boasting vegan, cruelty-free products free from harmful chemicals.

Manforce, another brand under Mankind Pharma, has enjoyed significant success in the condom market, endorsed by celebrities like Sunny Leone. This campaign signals a shift in the company's marketing strategy, prioritizing women's perspectives and challenging industry norms.

Eshita Goswami, marketing manager at Manforce & Epic condom, underscores the importance of addressing women's needs and perspectives in condom marketing. This campaign reflects a broader trend in the industry, which increasingly focuses on female pleasure and empowerment.