Mumbai, India – Sexual wellness marketing in India has taken a bold and refreshing step forward with the launch of the ‘SCKS Takes U Out’ campaign by Sangya Project and IMBesharam, in collaboration with ChtrSocial. This campaign aims to redefine self-care for the modern woman, blending empowerment, playfulness, and bold storytelling to challenge taboos and spark conversations.
At the heart of the campaign is SCKS, a revolutionary sexual wellness device that combines style, functionality, and fun. The campaign’s ingenious storytelling—featuring a mysterious superwoman saving women from everyday frustrations—went viral, sparking curiosity and building anticipation around the identity of this enigmatic savior.
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The curiosity of the audience took some relief when the release film was dropped on the 19th of December. It uncovered the superwoman to be Tanisha, the cofounder of Sangya Project with their new product as the ultimate ally for women, offering them an escape from all their frustrations!
The Message was simple: When you think ‘it sucks’, SCKS takes U out!
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Building a New Narrative Around Sexual Wellness
The ‘SCKS Takes U Out’ campaign set a benchmark by blending relatability with a jester tone, the campaign breaks the stigma surrounding sexual wellness and empowers women to embrace their desires and overcome their frustrations without hesitation.
“We wanted to change the way women think about self-love,” says Tanisha, co-founder of Sangya Project. “Today’s new-age woman experiences numerous frustrations in her hectic life and Sexual wellness is an essential part of overall self-care. SCKS is here to remind women that they deserve to prioritize themselves—without guilt, without shame, and with a lot of fun.”
“With SCKS, we’re not just selling a product—we’re challenging taboos, sparking joy, and creating a community,” says Tanisha.
Adding to this, Raj Armani of IMBesharam shares,
“Being in the industry for over a decade, we have seen consumer habits change, mindsets shift and a new approach to sexual wellnsss become a priority for many of us in 2024. So when we came up with our first branded product, we focused on the combination of impression, experience and emotion that will all come to play when you look, use and after put in your bedroom drawer. We just did not want it to look premium but feel normal and natural to hold, use and talk about it. If it sucks, it’s doing its job well. If you woke up happier next morning, we did our job well. Our goal was to create a product that doesn’t just fit into women’s lives but elevates them. With SCKS, we’re saying it’s time to rewrite the rules, embrace your power, and take charge of your happiness.”
The campaign resonated with audiences through relatable storytelling. Teaser videos humorously highlighted everyday frustrations—like stressful workdays or relationship woes—and introduced a mysterious superwoman swooping in to save the day. This lighthearted yet impactful approach created buzz and anticipation, culminating in the big reveal of SCKS as the ultimate partner in self-care.
“This campaign challenged us to go beyond traditional boundaries of marketing and push our creative boundaries. Our goal was to attract as much curiosity as we can, and the campaign’s playful storytelling allowed us to achieve that by resonating with today’s audience.” Shared Darshil, Director at ChtrSocial.
Join the Movement
The conversation continues on Instagram at @whatthescks, where women are engaging with witty posts, shareable memes, and behind-the-scenes glimpses of the campaign. The campaign’s playful tone has struck a chord, encouraging women to own their wellness journey unapologetically.
