ZEE5 Says Aye to Safe Sex with Unique Campaign

Zee5 has been bringing pathbreaking ideas to the forefront. The recent promotion campaign of Helmet to break taboos around safe sex, generated lots of positive buzz

The Pebble

September 18, 2021


3 min


When ‘helmet top’ auto-rickshaws circled Mumbai, they certainly caught eyeballs. And when Amchi Mumbai’s fav auto-rickshaw drivers driving these ‘helmet top’ autos handed out free condoms to their passengers, they made a statement.

This bold move was part of a 360-degree campaign that ZEE5, the country’s leading home-grown video streaming platform across languages, had launched for its latest release – Helmet. Reaching out to more than 85 million-plus fun-loving viewers, ZEE5 brought out the entire gamut of Above The Line (ATL) marketing responses that helped it spread the message to the stakeholders.

With Bollywood celebs, influencers such as Sanya Malhotra, Rajkummar Rao, Ayushmann Khurrana, Sunny Leone, Anurag Pandey, Ronit Ashra lending their name to this campaign, the attempt was to demystify the mystery that still surrounds NIRODH.

Even microblogging site Twitter was abuzz with the topic and #HelmetOn received support from leading brands such as Dunzo, Kamasutra, Bollywood, NewsNation to name a few.

Free condoms were also distributed at popular hotspots in the metros – Mumbai, Delhi and Bengaluru as part of this campaign. In Mumbai, zebra crossing at busy streets just went from the ubiquitous black and white stripes to condom shape.

The cast of Helmet that included Aparshakti Khurana, Pranutan Bahl, and Abhishek Banerjee also had a tete-a-tete with more than 500 students in leading colleges in Delhi NCR, Bhopal, Odisha, Madhya Pradesh, Pune, Bengaluru and Mumbai.

The talk centred on how to be protected while getting intimate and also break taboos and the stories that GenNext had on how they bought their first ‘helmet’. And this open chat was simply aimed at demystifying CONDOM and the secretive manner in which the chemist hands it to the buyer. For Dino Morea, the producer of Helmet, the project is one that is close to his heart. The actor confessed that he was overwhelmed by the positive response the campaign received nationwide.

Chief Business Officer of Zee5 Manish Kalra too has happy that the entertainment platform had lent its muscle to the campaign that takes up a personal social issue in a fun way.

Helmet incidentally is a quirky comedy that is set in the heartland of India. You can watch it on Zee5

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