We human beings don’t like long names. We’d rather abbreviate everything…it’s convenient and it also saves time! We’ve done it very regularly with films (DDLJ, K3G), with celebs (SRK, BIG B, J-LO & K-JO), with film genres (Sci-Fi, Rom-Com), with places…there’s Cal for Calcutta, CP for Connaught Place and in case you didn’t know, NOIDA stands for New Okhla Industrial Development Authority!
Back in 1991-92, when speaking about sex and condoms in public was a strict no no in India, the rebellious Pooja Bedi did a famous condom ad campaign and walked straight into our living rooms through the telly, and into our bedrooms via our fantasies. The campaign went a long way in educating people about safe sex and spreading AIDS awareness. Where it also succeeded was in getting people to shed their inhibition. Earlier, a man would fumble for words every time he’d visit a shop for the contraceptive, but now all he had to do was “Just ask for KS”. The tagline of the Kamasutra Condom ad helped a man remain a man at the chemist’s counter!