Phonethics recently signed on ‘Population Services International’ after a multi agency pitch, as a digital agency to work on a specific campaign. PSI is an international NGO working on HIV & Women & Child health. They were looking to create a fun, youth oriented campaign for their condoms brand ‘Masti’. Our creative idea was reviewed by the Board of Directors at PSI in Delhi. The Creative team, represented by our Creative Director, Vishal Kashyap attended the meeting in Delhi with creatives samples from the campaign. Phonethics will be implementing an IVR system, a Website as well as Viral Videos among other things as part of this campaign. The key challenge here is to be able to deliver an engaging, edgy experience to young people without cheapening the tone of language. The communication as well as creative challenge has been beautifully handled with a cool overarching concept that extends to all formats of the campaign. We will also be doing strategic media buys as part of this campaign.