Manforce Challenges Stereotypes About Men with Bold New Campaign

This International Men’s Day, Manforce Condoms launched a refreshing and thought-provoking campaign titled #KnowWhatHeReallyWants, challenging the widespread stereotype that men are solely driven by sexual desires. Created by Grapes, an integrated communication agency, the campaign encourages viewers to delve deeper into men’s desires and understand their true aspirations.

The campaign’s centerpiece is a video film that cleverly plays with audience expectations. The scene begins with a couple engaged in conversation, where the man tries to persuade his partner to “play” with him. The narrative, laced with subtle sexual undertones, appears to lead to an intimate moment. However, the story takes a surprising turn when the couple is shown enjoying a game together, breaking the stereotype that men are constantly motivated by physical relationships.

Joy Chatterjee, VP and Head of Sales and Marketing (Consumer Division) at Mankind Pharma, shed light on the campaign's inspiration:
“On International Men’s Day, we wanted to showcase the true desires of men beyond societal assumptions. The video aims to highlight that men find excitement in various aspects of life, such as food, travel, family time, and achieving personal goals. It’s about encouraging people to genuinely understand men without resorting to misinterpretation or judgment.”

The campaign uses its playful narrative to convey a powerful message—men, like everyone else, have multifaceted interests and aspirations. While societal norms often paint a limited picture of men as being preoccupied with physical relationships, Manforce’s initiative seeks to redefine these perceptions by focusing on the diversity of men’s desires.

The choice of International Men’s Day to launch this campaign is particularly poignant. Often overshadowed by other awareness days, this day serves as a platform to celebrate the well-being, contributions, and struggles of men. Manforce’s campaign adds a meaningful layer to these celebrations by sparking a conversation around understanding men’s emotional and mental landscapes.

This isn’t the first time Manforce has ventured into campaigns that address broader societal narratives. Known for its bold marketing approach, the brand has consistently pushed boundaries, marrying its core product with conversations about relationships, consent, and stereotypes.

The campaign resonates with audiences not only because of its unexpected twist but also because of its relatable tone. The humorous yet insightful approach ensures the message lands effectively, inspiring viewers to reflect on how men’s desires are perceived in society.

By encouraging people to “#KnowWhatHeReallyWants,” Manforce has created a campaign that is not only relevant but also deeply impactful, ensuring it leaves a lasting impression on its audience.