Duke grew to become the leading American cigarette brand by 1890.Woodbury's Facial Soap, a woman's beauty bar, was almost discontinued in 1911.
As a result, Jovane, Inc.'s revenue grew from $1.5 million in 1971 to $77 million by 1978. The problem was that in the late 1940s, the Nehru government had launched a major population limitation program to reduce India's birthrate.
The program was very heavy-handed, using coercion, and demanding that men use condoms.
The product therefore signified an oppressive governmental intrusion.
The agency head hit on the idea of a pleasurable condom, “So when the user hears the brand name, he says, "Wow. Not a turn off." A brainstorming session hit on the name “Kama Sutra”, which refers to an ancient Sanskrit treatise on lovemaking and the sculptures at temples that illustrate the positions involved.
The term was known to well-educated Indians, and that was the intended audience.
Correctly predicting the huge impact the ad campaign would have, the agency purchased all the advertising space in the popular glamour magazine Debonair and filled it with erotic images of Bollywood actors and actresses promoting Kama Sutra condoms.
A television commercial followed featuring a steamy shower scene.
The television ad was censored but the print campaign proved highly successful.
Sex in advertising or "sex sells" is the use of sex appeal in advertising to help sell a particular product or service.