Selling condoms in Pakistan comes with a unique challenge—how do you market a product that people are hesitant to talk about? Pulse, a premium condom brand, aimed to establish itself as a trusted name in the market while navigating deep-rooted taboos and social stigma. The challenge wasn’t just about awareness—it was about normalizing conversations around safe sex and responsible choices.

To break the silence, Pulse launched a pioneering influencer campaign, a first-of-its-kind initiative in Pakistan. The campaign leveraged the power of social media personalities to create a discourse that was bold, engaging, and culturally sensitive. By shifting the conversation from embarrassment to empowerment, the campaign successfully penetrated the market and shattered stereotypes surrounding condom use. Instead of direct advertisements, real and relatable discussions helped build trust and credibility, making the brand more approachable.