Skore Condoms launches 'desi' version of the 'Champion' Song

The idea is to promote its premium condom range, the 'Champion Series'. A look at the YouTube video.

The condom brand Skore has announced the premiere of Skore Champion song on YouTube featuring West Indies cricketers Dwayne Bravo and Chris Gayle. Bravo and Gayle were recently roped in as brand ambassadors at the launch of Skore's Champion Series condoms that come in the three variants of Zig Zag, Skin Thin, and Timeless.

As part of the campaign, the brand has re-created Bravo's celebrated 'Champion' song with new lyrics and a quirky, entertaining video. The song is a fusion of Hindi and English lyrics. The anthem celebrates all the bad boys out there who play smart but quit being players when they can be champions instead.

Commenting on the new campaign, Vishal Vyas, head of marketing, Skore Condoms, says, "Roping in Bravo and Gayle has helped us launch our premium condom range, the Champion Series, with the grandeur and awe that it deserves. The new rendition of the Champion song, in line with Skore's young brand imagery, is path-breaking as marketing content. With this song we hope to start a larger conversation around the brand and condom use. Skore believes in being an integral part of its consumers' lifestyle and we hope to achieve this through content that dips into music, dance, sports, and fashion."

Talking about the spends for promoting the Champion Series during the product launch, Vyas tells afaqs! that the company has allocated Rs 6-7 crore for the same.

"Re-inventing popular culture is an enjoyable job. More so, if you leverage it to the brand's advantage. The making of the video was clearly a pleasurable and entertaining task in itself. The viewing of it will be no different. Gayle and Bravo provided the fun, energy, and glamour - both on the sets, and in the film," adds Sunil Thoppil, vice-president, McCann, Skore's creative agency.

Skore is a part of the Indian business conglomerate TTK Group. In a span of three years, the brand claims to have become the third largest condom brand in India.