Playboy

PLAYBOY INDIA STRATEGY

x
Paper Plane Tales

STRATEGY FOR PLAYBOY IN INDIA

1 JANUARY 31, 2022

 TABLE OF CONTENTS
1. Our Alice
2. Embrace, Expand, Safe Space
• Tone & Language
PLAYBOY INDIA STRATEGY

3. Content Pillars
• Embrace
• Expand
• Safe Space
• Social media codes
• Platforms
4. Launch on digital

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PLAYBOY
PLAYBOY INDIA
INDIA STRATEGY
STRATEGY

PLAYBOY INDIA
DIGITAL STRATEGY
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PLAYBOY INDIA STRATEGY

BRAND METAPHOR
 Protagonist of her own tale 

On a journey to find her pleasure 

Looking out for the Rabbit she reaches the

PLAYBOY INDIA STRATEGY

‘Queen of Heart’  

Alice Real person/emotions in a world of

fantasy/imagination  

Explores a world, incomprehensible to the rest

 
Brave, Curious and Strong Willed
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PLAYBOY INDIA STRATEGY

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 Our Initial TG:
Alice, The Pleasure
explorers

They are 16-35 YO who live in Metros and

PLAYBOY INDIA STRATEGY

Urban centres.

They believe in gender neutrality.

They are Queer Friendly and Pride

Participants.

Sexuality is a strong identifier of

individual for them.

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 Our Initial TG:
Alice, The Pleasure
explorers

They are highly liberal in nature.

PLAYBOY INDIA STRATEGY

They belong to a progressive belief

system regarding pleasure.
They are looking for refreshing,
lighthearted and snack-able content
around pleasure.
They want to connect with like minded
people and feel a sense of belonging to a
shared identity.

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PLAYBOY INDIA STRATEGY

TONE OF VOICE & LANGUAGE

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 • Customers of the magician brand archetype need to feel like they

can grow wiser with the product or service and influence people

by using them. 

• Magician customers are driven by imaginative advertising which

How do we talk to is as inspiring as possible.

PLAYBOY INDIA STRATEGY

the ‘Pleasure’ • Create content and communicate in a manner that instills pride
Explorers in our audience for being associated with Playboy. 

• A sense of surrealism & mystique needs to be established in

order for them to keep coming to us.

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 PLAYBOY INDIA STRATEGY

Curious
Sophisticated Knowledgeable Non-judgmental Passionate
& encourages curiosity
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PLAYBOY
PLAYBOY INDIA
INDIA STRATEGY
STRATEGY

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CONTENT
STRATEGY & PILLARS
 Objective:
Crafting the social media ecosystem for Playboy to
win the Indian Market.

Challenge:
PLAYBOY INDIA STRATEGY

Outlining the
Playboy as a brand is about “Pleasure for All”, but in
‘Pleasure’ Content India Pleasure is treated as Taboo.

Insight for content:

Indians like to practice pleasure in privacy. But in
current times they are opening up to the conversation
of pleasure in public forums through OTT content.
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 To ‘Embrace’ the culture of expressing

FOLLOW
PLAYBOY INDIA STRATEGY

By ‘Expanding’ our vision

THE BUNNY
& Creating a ‘Safe Space’

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 India is witnessing a wave of change, it is the
best time to champion the Pleasure-Forward
Conversation

To break the binary, and explore the grey!

To make the people feel comfortable about

Manifestation of fantasies  
PLAYBOY INDIA STRATEGY

‘Embrace, Expand To charm people & nudge them to open up about

x Safe Space’ their desires

To represent people who are confident about their

individuality

To show them how to fall in LOVE.

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 Stay on top of Culture : 
We never miss a cultural moment that
connects to our brand or product. We are are
current, our content is on the pulse of
culture. 
PLAYBOY INDIA STRATEGY

‘Embrace’
Embrace Authenticity : 
We are not fake. Sure we aspire to live
our fantasies, but our fantasies are of real
people. We are candid, we are unfiltered, we
don’t pose, we move. We are proud of our
individual selves. 

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 Stay on top of
Culture
We never miss a cultural moment that
connects to our brand or product. We are
STRATEGY
INDIA STRATEGY

are current, our content is on the pulse of

culture.
PLAYBOY INDIA
PLAYBOY

Desired consumer response : 

“It’s a trend defining brand - Makes me
stand out”   

Social Media codes : 

• Be updated 
• Response first and fast
• Topicals to products

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 Embrace
Authenticity
We are not fake. Sure we aspire to live
our fantasies, but our fantasies are of real
STRATEGY
INDIA STRATEGY

people. We are candid, we are unfiltered, we

don’t pose, we move. We are proud of our
PLAYBOY INDIA

individual self.
PLAYBOY

Desired consumer response : 

“It's not fake. This a real unfiltered
brand” 

Social Media codes : 

• Keep it real and candid
• Un-pose / Un-arrange
• Be flaw-some

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 Gender-fluid Forward : 
Gender Gap Binary exists. But we dream about a utopian
gender-fluid world. Our aim is to expand the imagination
of how gender roles evolve in future.

Aesthetic Innovation : 
PLAYBOY INDIA STRATEGY

We take pride in creating next gen aesthetics. Ours is a

‘Expand’ fantasy world, and our aesthetics reflect a curated reality.
We are a hub of some kickass art and design.

Platform of Possibilities : 
We understand that pleasure is a curated reality, and we
are busy creating those. Ours is a holistic multi-sensorial
experience.

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 Gender-fluid
Forward
Gender Gap Binary exists. But we dream
about a utopian gender-fluid world. Our aim
STRATEGY
INDIA STRATEGY

is to expand the imagination of how gender

roles evolve in future.
PLAYBOY INDIA
PLAYBOY

Desired consumer response : 

“Future forward brand. Visionary”

Social Media codes : 

• Stay away from dystopia
• Behave gender neutral
• Keep it relatable and relevant

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 Aesthetic
Innovation
We take pride in creating next gen
aesthetics. Ours is a fantasy world, and our
STRATEGY
INDIA STRATEGY

aesthetics reflect a curated reality. We are a

hub of some kickass art and design.
PLAYBOY INDIA
PLAYBOY

Desired consumer response : 

“Creative brand” 

Social Media codes : 

• Spot and Share
• Shoutout station
• Keep it topical

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 Platform of
Possibilities
We understand that pleasure is a curated
reality, and we are busy creating those. Ours
STRATEGY
INDIA STRATEGY

is a holistic multi-sensorial experience.

PLAYBOY INDIA
PLAYBOY

Desired consumer response : 

“It’s a brand which creates experiences”

Social Media codes : 

• Think outside social
• Curate experiences
• Win across formats

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 Represent All : 
We share stories across societal sections, gender, age,
ideology. We believe in our WHY. We don’t dictate, we just
represent.

Foster Accessibility : 
PLAYBOY INDIA STRATEGY

A safe space can only be created if the brand is highly

‘Safe Space’ accessible. We need to be highly responsive, 24x7
responsive, accepting live participation, encouraging
interactions and chat.

Create a balance : 
We show our respect to all cultures and ideological
sensitivity. We are empathetic and understanding, but are
also fearless leaders of our cause.     
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 Foster Represent Create a
Accessibility all Balance
A safe space can only be created if the We share stories across societal We show our respect to the Indian
brand is highly accessible. We need to be sections, gender, age, ideology. We cultures and ideological sensitivity. We
highly responsive, 24x7 responsive, believe in our WHY. We don’t dictate, are empathetic and understanding,
STRATEGY
INDIA STRATEGY

accepting live participation, encouraging we just represent.  but are also fearless leaders of our
interactions and chat.      cause.  
PLAYBOY INDIA
PLAYBOY

Desired consumer response :  Desired consumer response :  Desired consumer response : 

“I am heard. A place where I am accepted “It’s not an echo chamber. I feel “They are mature. They respect us
without any judgement”    represented and also I get to see and our culture.”
so many POVs”   

Social Media codes :  Social Media codes :  Social Media codes : 

• Be proactive in chat • Include all faces • Stick to your WHY
• Accept LIVE chat invite • Encourage UGC • Be empathetic
• Give space for opinion • Document without opinion • Don’t provoke

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PLAYBOY INDIA STRATEGY

SOCIAL DESIGNED FOR PLEASURE

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 Tell Stories – Nudge Conversion – Engage

with a Community

Our goal is to deliver consistent messages

across all touch-points so that every brand

PLAYBOY INDIA STRATEGY

expression feels like one part of a larger whole.

We will be working towards converting our audience to

become our consumers with 'Nudge' content.

The more consistent our messaging, the

deeper the association and likelihood

consumers will incorporate Playboy’s

products, services, and experiences into their lives.

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 Pleasure Codes Translation on Social
1. Pleasure has a Rhythm  1. Don’t think single posts, think series 

2. Pleasure is always Multi-Sensorial  2. Focus on Product Range. Try to create AV.

PLAYBOY INDIA STRATEGY

3. Pleasure cannot be a constant state 3. Be present across formats - Immediate,

4. Pleasure is heightened when it is not Active, Responsive

guaranteed 4. Create exclusivity - LIVE community

5. Pleasure is curated reality 5. Connect online to offline

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PLAYBOY INDIA STRATEGY

PLATFORM
PLAY
 Primary Business Purpose Role of Platform

Express Brand Lifestyle, Showcase product. An Intimate Playground for Fun. Building brand
Instagram
Offerings & Encourage purchase. Aesthetics.

Build community, Drive traffic to product Building Brand community. Strengthening  bonds
Facebook
ecosystem. with consumer community.
PLAYBOY INDIA STRATEGY

Building brand Conversation. Start conversation

Twitter Engage Community, News Wire and PR.
that positively serves the Customer.

Entertain community. Building brand library.

YouTube
Inspire brand loyalty. Bringing out brand Personality through videos.

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 Primary Business Purpose Types of Content

Feed Brand imagery building Videos, static, Grids, Long videos

PLAYBOY INDIA STRATEGY

Short Videos Snackable enjoyment Videos, Reels, Shorts, etc.

Long Form AV Branding story. Content marketing YouTube, Watch, IGTV

LIVE Community building LIVE IG, FB

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PLAYBOY
PLAYBOY INDIA
INDIA STRATEGY
STRATEGY

LAUNCH PLAN
 Establish the Brand for Alice

Alice in Wonderland content+creatives (first 2 weeks) - Highly

promoted for Reach.

Connect with Alice

Represent Alice in her most pleasurable (and Private) self, so

that we can connect with her.
Plan of Action
PLAYBOY INDIA STRATEGY

Refresh their thought

for the first six Don’t bore. Tell thought-provoking stories (of future) using the
power of carousels.

months Proof of safe space

Share their voice LIVE and Document their thoughts into long
form content.

Plug her into the ecosystem

Integrate product to their content. Let them buy into the

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brand.
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 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Establish the Brand for Alice

Alice in Wonderland content +
creatives (first 2 weeks) - Highly
promoted for Reach

Connect with Alice

Represent Alice in her most
pleasurable (and Private) self, so
PLAYBOY INDIA STRATEGY

that we can connect with her

Refresh their thought

Don’t bore. Tell thought-provoking
stories (of future) using the power
of carousels

Proof of safe space

Share their voice LIVE and
Document their thoughts into long
form content

Plug her into the ecosystem

Integrate product to their content.
Let them buy into the brand

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 Alice in Wonderland content+creatives (first 2
weeks) - Highly promoted for Reach

Brand Film
Establish • 5 Min (portrait mode)
PLAYBOY INDIA STRATEGY

• 60 sec cuts (portrait mode + vertical cut)

the brand • 30 sec cuts (portrait mode + vertical cut)
15 sec ( portrait mode + Vertical cut)
for Alice
•

Social Media content series

Reels & Stories

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 Represent Alice in her most pleasurable (and Private) self, so that we
can connect with her Daily Pleasure of Alice

Connect
PLAYBOY INDIA STRATEGY

Regular Photo shoot - Content series about Alice experiencing

pleasure in day to day life
with Alice

Pride face paint

Hijack the trend. Make up to show your real self

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 Don’t bore.

Tell thought-provoking stories (of future) using the power of carousels

Refresh
PLAYBOY INDIA STRATEGY

their Visual Storytelling

thought

Validate modernity with culture

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 Proof of
PLAYBOY INDIA STRATEGY

Pleasure Stories
Stories of Sexually progressive people and documenting their
Safe Space ideas of desires. Share their voice LIVE and Document their
thoughts into long form content.

Smooth Slide-ins
Indian men are known for their unhealthy intrusions into people’s
DMs. So it has become a taboo to reach out and appreciate
whom you find attractive. It can be Playboy’s game to create a
healthy, creative and inclusive, space for flirtation among fans
and celebrities.
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 Plug into their
eco-system
PLAYBOY INDIA STRATEGY

Integrate products into our

content. Let our audience
buy into the brand.

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PLAYBOY INDIA STRATEGY

THANK YOU!