India – Fiesta India Condoms, a premium international brand from DKT India, has launched a new campaign titled ‘Unwrap the Fun’, aiming to shift perceptions in the sexual wellness category from functional messaging to a more expressive, pleasure-focused narrative.
The campaign, conceptualised and executed by Tonic Worldwide, features a high-energy music video set on a neon-lit party bus. It draws on elements of pop culture, music, and digital content to connect with younger audiences, positioning protection as an integral part of the experience rather than an interruption.
The video follows a hesitant protagonist who is gradually drawn into an all-girls celebration and transforms into the confident, playful “Fiesta Man’.
Featuring reality TV personality Baseer Bob, the campaign seeks to reflect contemporary youth culture and evolving attitudes towards modern relationships.
“With Fiesta, our goal is to redefine how the category is perceived in India. We believe protection and pleasure should go hand in hand, and ‘Unwrap the Fun’ is our way of bringing that idea to life. By tapping into music, pop culture, and relatable storytelling, we want to make the conversation around safe sex more open, confident, and engaging for today’s generation,” said Jacques-Antoine Martin, Country Head and Executive Director of DKT India.
On the creative approach, Sudish Balan, Co-founder and Chief Creative Officer of Tonic Worldwide, stated, “Our goal was to bring a vibrant fantasy to life through a piece of content that remains accessible and engaging for a wide audience. By leveraging infectious music and prominent pop culture icons, we established an instant connection with Gen Z.”
The campaign also marks Fiesta India’s first major initiative in the country, extending the brand’s global presence in more than 20 markets and seeking to engage young audiences through culturally relevant storytelling.
