After trying to arouse senses of people by showing sensual Sunny Leone in their advertisements, Manforce Condoms, a product of Mankind Pharma, the pharmaceutical company based in New Delhi came up with #ShutThePhoneUp campaign in November 2018.
Following the trait of the advertising industry, it tried to use social issue, Data Security, to connect their brand with people! Using the sex survey done by India Today in 2017, which says:
1 out of 5 couples in India admit to having filmed their moments of intimacy on their smartphones, Manforce Condoms have created advertisements that hints of couple capturing their first night after a wedding in the advertising video below:
It is worth thinking, how the survey would have been conducted by India Today and what would have been the definition of intimacy that would have been explained to couples from whom the survey was conducted. Intimacy’s definition that is available on Google is:
Intimacy can be an as small gesture as hugging someone, as well as it can be having sexual intercourse with your partner.
Whilst the first ad seemingly features a couple that captured intimate moments of their honeymoon on a cellphone and the on which those moments are captured is lost, the other advertisement shows blackmailing threat given by the data holder to meet the female-partner in person or spreading the intimate data that was captured on the cellphone.