Manforce Condoms is back with the second installment of its viral campaign Shut The Phone Up 2.0 and the campaign brings to light yet another shocking fact.
The idea of ‘safe’ sex has evolved in the present day and age. Today, its definition has matured beyond protection from sexually transmitted diseases. With more and more young couples filming their moments of intimacy on their phones, they tend to become vulnerable to voyeurism and pornography. However, such ‘risqué’ content can fall into the wrong hands in more than one way. And one little-known fact, in particular, is what makes this #ShutThePhoneUp 2.0 campaign the most shocking one of them all.
Manforce Condoms is back with the second installment of its viral campaign Shut The Phone Up 2.0 and just like the previous one, this campaign also brings to light yet another shocking fact. The campaign tackles one of the biggest myths of data security. Most smartphone users believe that all data is erased after formatting their phones. However, this data can be retrieved with ease, through softwares which are readily available on the internet. The lack of awareness around this subject poses a potential threat to every smartphone consumer. And when intimate moments are in question, Manforce Condoms urges you to not put yourself in a position of compromise, and to literally keep your phone away.
Commenting on the campaign, Rajeev Juneja, CEO, Mankind Pharma said that “Manforce takes great pride in being a responsible brand and spreading awareness about safe sex. And since the definition of ‘safety’ has evolved, we bring to light various aspects of it which could put today’s generation at risk. Today’s generation believes that data, once deleted from their phones has been erased for good. However, even after formatting, data can be very easily retrieved and used for blackmail or worse. Our attempt has been to not only educate couples about this sensitive issue, but to also burst the bubble surrounding data security today.”
The #ShutThePhoneUp 2.0 campaign has been conceptualized and executed by ADK Fortune Communications Pvt. Ltd.Akashneel Dasgupta, NCD, ADK Fortune said; “It is a common consumer behavior to format your phones, and sell or exchange it for a new one. However, not many people know that this ‘erased’ data can be retrieved easily. This can be any sensitive information which could put you at risk. And if it is a private moment, it makes you far more vulnerable to harm. The infrastructure around data security isn’t as robust as we would like it to be. The campaign showcases such a situation, which we hope would never happen to any of our consumers. And since prevention is better than cure, the best way to practice ‘safe’ sex is to not film yourself in the first place.”
The digital film showcases the complicated predicament of a couple who have to negotiate a difficult deal for their old phone. The gravity of the issue is heightened through realistic portrayals and a plot which unveils itself in layers.
Beyond the film, Manforce has also created a dedicated page on their website which gives tips on how to cleanse your smartphones thoroughly. The campaign, which released on 26th November
is also supported by other mediums as well.
Client: Mankind Pharma
Mankind MD & CEO: Rajeev Juneja
Mankind Team: Joy Chatterjee, Eshita Goswami
Agency: ADK Fortune
Managing Partner: Subroto Pradhan
NCD: Akashneel Dasgupta
Creative: Shyam Nair, Ravi Mishra, Akashneel Dasgupta
Account Management: Ashna Nandrajog, Vishnu Narain Lal, Abhishek Bajpayee
Production House: Morse Code Films
Director: Mehul M. Atha