Finding a Niche within a Niche
Talking to Indian men about sexual problems
Situation – innovative start-up looking to provide sexual health solutions primarily to men without having to walk into a clinic
identifying where they were ‘stuck’ – first they had to persuade men of discreet consultation and treatment. Secondly, there was a larger mindset change. Sexual prowess and performance are extremely closely linked to masculinity and leads to personal shame.
Un-stuck – the brand positioning and story communicated on two levels; firstly, to let the men know they are not alone. secondly, that seeking out treatment would make their, and their partners lives happier and more fulfilling.
