Talking to Indian men about sexual health
Situation — An innovative start-up offering sexual-health solutions, primarily to men, without the need to walk into a clinic.
The challenge — Two barriers. First, persuading men to trust discreet consultation and treatment. Second, a deeper mindset: sexual performance is closely tied to masculinity — and, with it, personal shame.
The strategy — Brand positioning and a story that worked on two levels: you are not alone, and seeking treatment makes life happier and more fulfilling — for you and your partner.