Fire condoms is part of PHSI. This was a category where brand identity mostly meant catering to their primary target audience – men. It meant completely overlooking 50% of the audience – women! No brand ever asked what they wanted. And once we saw that gap in the branding space, creative sparks flew! We showcased women prominently on the packaging. The design were not just bold, but stylish, classy and tasteful. And the positioning reflected the desires of hitherto unacknowledged TG – what women want!