Buying a condom doesn’t have to be a man’s decision. And if you listened to actor Radhika Apte, it shouldn’t be. “Because I feel that condom,” she says, with an emphasis on ‘I’, in the latest Manforce Epic condom ad.
The commercial’s attempt to break the taboo regarding the purchase of condoms is laudable for the simple reason that it says the usually unspoken stuff—the choice of condom should be the woman’s.
The ad by Epic Condoms, which pitches its actor-narrator as someone who is “here to revolutionise intimacy”, has clocked over a million views on Instagram since its release two days ago. The company has come up with two ads, both in different settings with slightly altered dialogues. But the message, meant for the women, is the same: “Don’t leave this decision on anyone. Go buy your own condom.”
The first ad, with the actress seated on a sofa reading a book, shows Apte starting the monologue with just one word: condom. She then proceeds to ask poignant questions. “Condom. Aaj bhi yeh shabd sunke hum uncomfortable ho jate hai. Kyun? Aaj bhi condom khareedne ka decision apne partner par chor dete hai. Kyun? Kya iss decision mai humari choice se kisi ko fark nhi padta? Ya hume hi fark nhi padta. (Even today, the word condom makes us uncomfortable. Even today, we leave the decision to buy condoms to our partners. Does no one care about our choice or do we ourselves not care?).”
She then explains it matters to her—and why. “Kyunki voh condom mujhe feel hota hai. Mere pleasure ko pain mai badal sakta hai aur shayad unchaha conception de sakta hai. (I care because I feel that condom. It can turn my pleasure into pain and even into unwanted conception).”
Apte then addresses the “girls” out there, telling them that for them, “a condom is not just a condom; it’s your decision to never compromise on your pleasure, protection, and comfort”.
Plugging in the brand toward the end of the 55-second commercial, she mentions how Epic ThinX by ManForce is 0.03 mm thin, vegan, and harsh chemical-free.
First, the creative team deserves applause for neatly intertwining pleasure, safety, protection, and empowerment. They created a rich narrative without making a mess. The seamless integration of diverse elements adds depth and resonance to the story.
The writing is tight and captures and maintains the audience’s attention.
Those hard-hitting questions provoke thoughtful reflection, ensuring the narrative remains engaging throughout. Additionally, Apte’s convincing dialogue delivery enhances the overall impact, bringing authenticity and emotional depth to the performance.
The message is clear and compelling: When it comes to pleasure and protection, every woman deserves to make the call, ensuring both partners enjoy a safer, more satisfying experience.
The commercial also champions gender equality and empowerment in intimate relationships. It reinforces the idea that both partners have equal stakes and responsibilities in their sexual well-being.
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Voice of women
The latest ad isn’t the first time Manforce has advocated women’s needs. The company roped in Kartik Aaryan for the ‘Apne Partner Se Pucho’ commercial a couple of weeks ago. The ad starts with Aaryan lifting weights and saying: “All girls need is this feeling.” Playing a double role as his own gym trainer, Aaryan asks: “But did you ask your partner?”
It subtly challenges traditional gender stereotypes by suggesting that understanding and fulfilling a woman’s needs and desires should be a priority rather than assuming what they want.
The commercial highlights the need for open communication and understanding between partners, contributing to a broader conversation about sexuality and pleasure.
In a society where discussions about female pleasure are often considered taboo and overlooked, this ad serves as a valuable tool to create awareness and promote healthy attitudes toward sexuality.
The Instagram video has gathered over 10 million views. Yet, the reactions in the comments simply prove how important it is to raise awareness on the subject. Many users, predominantly male, derided and belittled the advertisement, discomfort evident in their responses.
Some reactions were: “Kartik bhai aap raah bhatak rahe ho”, “Now he is also selling condoms. Power of money”, and “bas isko TV par mat chalana (Don’t run it on TV).”
Having conversations around female pleasure, safe sex, or contraceptives is equally uncomfortable and awkward, and making ads on such ideas is even more challenging.
The taboo around this topic only fuels the perception that condoms should only be discussed behind closed doors.
Brands like Manforce, though, are shaking up the status quo.
Views are personal.
(Edited by Humra Laeeq)