After around three years, Moods have come out with another campaign. The new campaign themed " Play it Right" is also a sort of repositioning for the brand. In the last campaign, the brand adopted a naughty " Your Time, Your Place " positioning.
The new campaign themed around the man who is playing it right takes the focus back to the man. In one of the earlier campaign - My Man, the campaign put the focus on the women which made the campaign standout from the rest of the crowd. The " Your time, your place " was a clutter-breaking campaign with a touch of humor.
The new campaign - Play it Right is neither clutter- breaking nor humorous. The theme of a smart man getting what he wants is a much used theme and Moods have not done anything different in terms of execution.
Watch the ad here : Moods- Play it Right
The brand could have brought some kind of creativity into the ads rather than depending on the old theme with a careless execution.
According to Economic Times, the Indian organized condom market is worth around Rs 700 crore . Mankind leads the market with a share of 28 % . Moods is trailing in the fourth place with 12% share.