Grandma’s secret code
turns on a nation

 

Shh… sex is a taboo topic in India. But even an iconic Grandma from a hit Netflix show knows it shouldn’t be. To break the stigma, we hijacked grandma’s ‘Mt Fuji’ innuendo, transforming it into a Durex package and code. A real-time response to the show and national sentiment, right down to the transaction. The nation erupted.

29% increase in sales | McCann Worldgroup/MRM

 

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