Besides claiming high quality imported brand, JOSH is all about the pleasure of life and living with your partner to the fullest. JOSH promotes itself in a light-hearted and comical fashion which tells its audience to be purposeful even when embracing one’s most natural desires.

Behind its positioning of bringing fun and pleasure to couples’ moments of intimacy, JOSH contributes to the noble cause of improving health and well-being of people of Pakistan through the cause of family planning and improved contraceptive prevalence rate.

JOSH’ Positioning statement:

“Pleasure with a Purpose” – Condoms from DKT.
In terms of pricing, JOSH is a mid-priced condom.

JOSH Bachat Pack is JOSH’s entrance in the low-priced, high penetration condom market, targeted to low-income groups, especially catering to rural communities of Pakistan.


Recently new T.V commercial of Josh has been aired in which Mathira, the glittering and figure of Pakistan has been cast just like their previous ads. Some people think it is indecent and feel remorseful of watching it on T.V.

But wait! The intent of the ad is not frolic or selling of a product but is too aware the people about something that we all easily shy away from without realizing its significance, i-e contraception.

Something that most people would protest against is what has I find most amusing about Josh’s ads, especially the series of Josh ads aired though out 2017-18, the way the ads smartly catch everyone’s attention. A little attention from people is all you need to make them think about contraception in Pakistan and Josh seems to be bagging that with flying colors. The two-step light comical series keeps you hooked till end, and for better or worse, it leaves a significant impression on viewer’s minds.

There should be no equivocation of such a serious issue and women should get out from their petty thinking and show some spunk to speak blatantly about the population control plight.

Certainly, Mathira’s role in this ad could not be weed out who has just portrayed a character of a woman who is audacious, empowered and don’t think about “LOG KIYA KAHENGE” to educate the people of Pakistan.

Frankly, she seems to be the only female artist in Pakistan who has the guts to do what no other artist has, i-e playing her part in the social cause. So clean up your thoughts to see a whole different side of the ads. Think out of the box, see the real insights of the Josh ad and feel free by showing your thoughts.