SKORE presents,
Cliteracy
Drive
A scratch coupon that taught 135,000 men
something they should've already known.
Setting the scene
A product that worked.
An audience that didn't know how.
Skore is one of India's largest sexual wellness brands. Bold by nature, willing to go where most Indian brands won't.
When they launched OH! Pleasure Gel, a clitoral stimulant, the product was ready. The market wasn't.
Research on Indian sexual behaviour showed that between 65–75% of women don't reach orgasm during intercourse. 15% have never had one at all.
The gap wasn't just cultural. It was anatomical. Most men had never been taught where the clitoris was, let alone how to engage with it.
You can't sell a solution to a problem people don't know they have.
The Insight
Men learn best when their hands are already doing the work.
Before we touched a layout, we asked one question: where are men most open to learning something awkward?
Not in a social feed they'd scroll past. Not in a pre-roll they'd skip.
The answer was the moment just before a reward. When attention was already committed and hands were already engaged.
That's where the idea lived.
The Big Idea
Teach the right technique by making men practise it to earn a discount.
The medium became the message.
An interactive mobile banner, built with mCanvas, mimicked the actual rubbing patterns that stimulate the clitoris. To unlock a discount on OH! Pleasure Gel, users had to rub the banner correctly.
Get it wrong, and the banner responded with real tips on technique. Get it right, and you got the reward.
The education wasn't a caption or a video. It was the mechanic itself.
Around it, Skore's social pages ran teasers, facts, and quizzes. Sex educator Leeza Mangaldas brought reach and credibility through video content. And for the first time, a brand activated on Clubhouse. A live session called Sleepless with Skore, hosted on The Dark Room.
Several scratch cards, each with a different rubbing pattern baked into the interaction.
Patterns designed to mimic what actually excites the clitoris. Not metaphorically. Literally.
What it did
135,000 men learned.
3 million people listened.
The campaign reached close to 3 million people and generated over 6 million impressions.
More than 135,000 men engaged with the cliteracy coupons. 8,000 completed the correct technique to unlock the reward.
The Clubhouse session was a first for any brand in India on the platform.
The response from women, the actual intended beneficiaries of all of this, was the real validation. They didn't just tolerate the campaign. They shared it.
Looking back
The best briefs teach
you something too.
We didn't lecture men or talk down to them. We met them where they were, gave them something to do, and let the learning happen through the doing.
If I were to go back, I'd push harder on what happens after the coupon is redeemed. The post-engagement loop was the weakest part.
But the core mechanic held. Education through interaction. The medium was the message from the first rub to the last.
By the numbers
Impact
The first brand in India to launch on Clubhouse — August 2021.
Overview
Built with a team of 27 at Dentsu Creative India.
Scope of work