Erectile dysfunction (ED) is usually a taboo subject in Indian males, it is not commonly discussed as other illnesses. It's always a closed-off topic.
LLOYD wanted to launch the product in India, focusing mostly on Tier 2 and Tier 3 regions.

A lot of times men with ED make excuses when it comes to having sex. We started telling them to stop making excuses, by creating teasers and a microsite.
Once there were enough eyeballs on the brand, we made the product known with the help of two DVCs one for the urban audience and one for the rural. This was then backed up by social media content.