SKORE URGES YOUNG INDIANS TO ‘DO THE DON’T’ IN BOLD NEW CAMPAIGN

SKORE Condoms has unveiled “Do The Don’t”, a youth-focused campaign created by McCann Worldgroup India. By challenging familiar restrictions and social taboos, the campaign encourages young adults to embrace freedom, pleasure and self-expression responsibly. The initiative continues the brand’s long-standing tradition of provocative, conversation-starting advertising.

In a marketplace where brands are increasingly competing for attention through purpose-led messaging and cultural relevance, SKORE Condoms has launched a campaign that places personal freedom at the centre of its communication. Titled “Do The Don’t”, the latest effort from McCann Worldgroup India’s Chennai office seeks to turn a lifetime of prohibitions into an invitation for self-expression.

Built around the tagline “Grow up, do the don’t”, the campaign draws on a set of rules and warnings that many people grow up hearing. From being told not to play in the rain to avoiding certain friendships or behaviours considered inappropriate, these everyday restrictions form the creative foundation of the campaign. Rather than presenting them as boundaries to be respected, SKORE reimagines them as symbols of unnecessary limitations that adults can confidently leave behind.

The campaign’s central idea is simple but provocative: question inherited rules and reclaim the freedom to make informed choices. In doing so, SKORE positions itself as more than a condom brand. It seeks to become a symbol of confidence, independence and responsible pleasure for a younger generation that increasingly values authenticity over convention.

By overturning the traditional definition of what is considered “bad” or taboo, the campaign taps into broader cultural conversations around individuality and personal agency. The message is aimed squarely at modern young adults who are often navigating the tension between established social expectations and a desire for self-determination. Through humour, familiarity and a degree of rebellion, “Do The Don’t” attempts to connect with audiences who see questioning norms as part of everyday life.

The campaign also reflects a communication style that has become closely associated with SKORE and its creative partner McCann. Over the years, the collaboration has produced a series of edgy and youth-oriented campaigns designed to stand out in a category where attention can be difficult to secure. Rather than relying solely on product attributes, the brand has consistently used bold storytelling and unconventional messaging to create conversation.

For SKORE, owned by TTK Healthcare, the latest campaign reinforces a positioning that aligns sexual wellness with personal freedom rather than embarrassment or secrecy. The emphasis is not on recklessness but on enjoying life’s experiences safely and confidently. In that context, the product becomes an enabler of responsible choices rather than merely a functional purchase.

The campaign arrives at a time when younger consumers are increasingly receptive to brands that reflect their values and speak in a language they recognise. By reframing familiar “don’ts” as opportunities for growth and enjoyment, SKORE is betting that its audience will relate to a message rooted in autonomy and self-belief.

Whether challenging childhood rules or questioning social conventions, “Do The Don’t” delivers a clear statement. For SKORE, growing up is not about accepting every limit placed in front of you. It is about deciding which rules still matter, and having the confidence to safely break the ones that do not.