Design: Partho Sarathi Das
Project Type: Student Project
School: Indian School Of Design and Innovation
Packaging Contents: Condoms
Packaging Substrate / Materials: Paper and Cardboard
Printing Process: Digital Printing
The word Dhakkan has two meanings associated with it, in literal terms it means a cap or a cover, to protect something and the other, is used to refer to an idiot or a dumb person. The brand Dhakkan wants to break the taboo and talk openly about sex. It tells you, not to be an idiot and always use a protection to ensure safety between you and your partner. Be proud of what you do. Be responsible for your actions.
The logo of Dhakkan has a dual meaning to it just like its name. What do you see in the logo? The idea behind the logo of Dhakkan is that when you look at it in the first instance, it reads as the word ‘Dhakkan’ unless you look carefully at the letter ‘K’. The letter ‘K’ is imagined as two persons in the act of sex. To practice safe sex use a Dhakkan, and don’t be a Dhakkan.
Dhakkan as a brand that encourages people to not shy away from the act of sex and all that that goes with it. It encourages the use of condoms and the conversations associated with this delicate subject in the Indian society. Dhakkan targets individual market segments by informing people about health risks and unwanted pregnancy.
More than 1 million sexually transmitted infections (STIs) are acquired every day worldwide.
Each year, there are an estimated 376 million new infections with 1 of 4 STIs: chlamydia, gonorrhea, syphilis, and trichomoniasis.
More than 500 million people are estimated to have genital infection with herpes simplex virus (HSV).
The brand aims to make condoms and the act of sex a comfortable subject.
What makes Dhakkan unique (the USP)
Sexual intercourse is a requirement of every individual, people are going to have it whether they have access to condoms or not. So, let’s be bold and let us together break the taboo of buying condoms.
Dhakkan sells its condoms as a protection against HIV/STD and unwanted pregnancy. The main objective of Dhakkan is to break the taboo of sex and encouraging people to practice safe sex. The packaging and advertisements of Dhakkan is different from that of regular big brands which will make it easy for people to buy Dhakkan condoms than other brands and also avoid the embarrassment.
Dhakkan condom is dedicated to prevent deadly HIV / STD and unwanted pregnancy as well as initiate a discussion point for the adult community to talk about safe sex. Dhakkan donates ten percent of their profit to STD patients worldwide. We want to give back your money to the community through charitable programs where being a part of it and help in bringing back the smile on the faces of those who are suffering.
Perceptive point of difference
Dhakkan uses the safest material polyisoprene to make condoms. The difference lies in the brands campaign. The campaign helps you gain confidence, be bold about having sex, take pride in it and practice safe sex by breaking the taboo.
So, why should people pickup Dhakkan condoms when laid on a table with other brands? Dhakkan condoms have attractive colors, look and a premium feel to it. The campaign promotes the brand as a lifestyle and not as sexual pleasure.
People keep condoms in their pockets, wallets and bags. Packaging and selling of Dhakkan is done in such a way which avoids the embarrassment of the users when buying it from a store or if found in the pocket, wallet and bag of an individual will make people choose Dhakkan over other brands.