Raymond Consumer Care’s initiative blends the latest technologies of the Web3 era with sexual wellness to create Kamaverse, a one-of-its-kind universe for the GenZ
Kamasutra, one of India’s leading sexual wellness brand from Raymond Consumer Care Limited (RCCL), became a first mover in their segment, yet again, with ‘Kamaverse’, a one-of-a-kind museum on the Metaverse. Targeted at GenZ, this offering chronicles the ancient Indian history on sexuality, eroticism and emotional fulfilment in life with a fresh outlook, thanks to the revolutionary technological advancements the Web3 era.
Speaking about Kamasutra’s latest disruption, Pooja Sahgal, Chief Marketing Officer, RCCL, said: “Kamasutra has always been a pioneer in the sexual wellness category. Guided by the brand purpose of ‘Unleashing Confident Lovers’, we created a contemporary and innovative space on the Metaverse called the Kamaverse – another first in the sexual wellness category. This one-of-a-kind space is a virtual museum experience with different zones that chronicles ancient KamaSutra with a modern and fresh outlook and also a platform to explore and engage the young consumers enabling them to ‘Make Love Like Never Before’. We also created a virtual Influencer – Kamya – present inside the Space to guide the users through the zones. We are pleased and confident that with Kamaverse’s appeal and modern outlook – a safe space for both pleasure and education that the young consumers would greatly benefit.”
Kamaverse is a collaborative effort of RCCL; Madison Media and eCultify. Vandana Ramakrishna, COO, Madison Media, Ace, said, “The launch of Kamasutra’s own Metaverse campaign is yet another success story delivered in collaboration with RCCL, Madison Media and eCultify. Madison Loop Team has worked hard to create interactive and immersive experiences for their audiences through their content, which keeps the target hooked and booked throughout the campaign. eCultify has been a reliable partner for artistic design and for creating one-of-a-kind experiences for mobile and desktop users. eCultify and Madison Loop’s effortless alignment to our vision and smart execution make success story creation much easier just before the launch.”
Elaborating on this technological marvel, Kosal Malladi, Vice President, Madison Loop, said, “New technology requires new thinking. With 5G becoming a reality in India, now is the perfect time for us to capitalise and innovate. Kamaverse is going to spark a trail for others to follow. We appreciate the faith shown by the RCCL team in us. eCultify team has been a brilliant partner in bringing this vision to life.”
Founders of eCultify Mayur Khatwani and Vivek Kumar added, “We have created multiple Metaverse experiences for our clients, but the one for Kamasutra has, by far, been the most satisfying (pun intended). The creative vision brought in by the Madison World’s team and RCCL helped us craft this one-of-a-kind experience that we cannot wait to share with the world! We have been able to let our minds run free and execute our ideas which most other brands might not allow us to do. We are looking forward to a longer-term collaboration with both Madison World and RCCL.”
Kamaverse is an avenue for visitors to explore the vast world of intimacy and eroticism. The two-floor zone has selfie (take a selfie and win rewards), products (browse through and buy the wide range of top Kamasutra products) and NFT (create art and get it featured on Kamaverse) zones on the ground level. The first level is dedicated to KamaCafe (a hangout zone), seduction (videos and creatives on the art of seduction), pleasure (fun and exciting way to learn about foreplay) and lovemaking (lessons on lovemaking based on the modern Kamasutra ideology) wings. The visitors can also be part of an exciting treasure hunt, and engage with the lovely, Kamya, a virtual influencer who will give a tour of Kamaverse.
Visiting Kamaverse has its rewards. Visitors, who click selfies at the selfie zone and linking them to their social media handles, stand to win exciting prizes. They are also encouraged to experiment with their imagination by creating their own NFTs. The best ones will feature on the existing NFT wall with the names of the creators.
Last year, KamaSutra became India’s first ever sexual wellness brand to launch NFTs in the category. A pioneer for introducing the concept of sex as a pleasure to India joined hands with Bobble AI, the country’s largest conversation media platform, to launch its six distinct NFTs as part of its sexual wellness campaign. The funds generated from the sales were donated to Pathfinder International, a global non-profit that focuses on sexual wellness and reproductive health.
Click here to enter Kamaverse : http://kamaverse.in/
The Raymond Group has set a strong footprint in the Consumer Care industry with Raymond Customer Care, which has under its wings with remarkable brands such as Park Avenue, KamaSutra, KS and Premium. Conceptualised in 1991, KamaSutra is a brand that introduced India to the concept of sex as a pleasure. From ribbed, dotted to flavoured and extra thin, the brand promises to take intimacy to new heights of ecstasy with the safest sexual experience. Every piece of latex manufactured here is technologically tested for comfort and better performance.
Raymond Consumer Care has a world-class condom manufacturing factory in Aurangabad, Maharashtra, with a 400 million per year capacity. Being one of India’s leading condom manufacturers and exporters to 40+ countries, KamaSutra also provides a range of deodorants which are known for their scintillating and invigorating fragrances.
About Raymond Group:
Incepted in 1925, the Raymond Group has been synonymous with trust, quality and excellence. Raymond is a diversified group with majority business interests in textile and apparel sectors as well as presence across diverse segments such as FMCG, realty, engineering and prophylactics in national and international markets. Having enjoyed the patronage of over a billion consumers, Raymond is reckoned for delivering world class quality products to its consumers since the past nine decades.
Being a vertically and horizontally integrated manufacturer of textiles, Raymond has strong fibre to fabric manufacturing capabilities and is a textile powerhouse with state of the art modern infrastructure. Raymond offers an exquisite range of shirting and suiting fabrics across a plethora of options such as worsted fabrics, cotton, wool blends, linen and denim. With over 1500 stores spread across 600 towns and an expansive network of over 20,000 points-of-sale in India, Raymond and its brands are also available in tier IV & V cities.
The Group has recently forayed into the real estate development business. With central theme of ‘Go Beyond’, the company has undertaken the project to build quality housing for all. A large gated community named ‘Aspirational District’ is spread over 14 acres that celebrates a new epoch in living.
About Raymond Consumer Care Ltd:
Raymond Consumer Care Ltd. (RCCL) is complete personal grooming & sexual wellness company. With break through products and marquee brands like Park Avenue and KamaSutra, RCCL has been touching lives of millions of Indians everyday making them look good, feel great and stay healthy. The core brands include Park Avenue, Raymond and Kamasutra in categories such as fragrances, grooming, home care and sexual wellness.
The roots of Raymond’s FMCG foray dates back to 1964 when it entered into a JV with US Based FMCG company Helene Curtis. In 1990, Raymond entered the sexual wellness business with the launch of KamaSutra in a JV with Ansell Australia. In 2002, it further enhanced its presence in FMCG by entering the Men’s Grooming Space with brand Park Avenue. Since then the Raymond FMCG business has grown by leaps and bounds.
Today, Raymond Consumer Care is a FMCG company with leadership status in the Indian deodorant and condom market and competitive presence in multiple other categories, reaches more than 5 lakh outlets in India and is still growing.