Indian pleasure brand Sangya Project and online retailer IMBesharam have partnered on a new sexual wellness campaign, "SCKS Takes U Out," centered on the SCKS clitoral suction massager. The campaign, launched in collaboration with ChtrSocial, aims to redefine self-care for women.

Campaign Details and Objectives

The "SCKS Takes U Out" campaign was launched on January 2, 2025, in Mumbai, India. It features a mysterious superwoman who saves women from various everyday frustrations. The campaign's objective is to redefine self-care for the modern woman, incorporating empowerment, playfulness, and bold storytelling to challenge taboos and spark conversation.

Sangya co-founder Tanisha stated that the goal was to change how women perceive self-love. Tanisha noted that the modern woman experiences numerous frustrations in her daily life, and sexual wellness is an essential component of overall self-care. The SCKS device is intended to remind women to prioritize themselves without guilt or shame, and with enjoyment.

Raj Armani, co-founder of IMBesharam, added that the aim was to create a product that not only fits into women's lives but also elevates them. Armani indicated that with SCKS, the message is to rewrite rules, embrace power, and take charge of happiness.

The SCKS clitoral suction massager is described as a premium massager that is beginner-friendly and comfortable. It combines advanced technology with an ergonomic design and is packaged with a lubricant and a QR code for "How to Use" instructions. The device features a powerful motor in a compact, sleek, premium-silicon finish body, measuring four inches. It offers 12 intensities and a wide suction mouth.

The campaign was introduced with a meme campaign featuring Tanisha dressed as the superheroine. This campaign was planned and executed in an organic meme format without prominent branding to reach and resonate with young audiences on Instagram. The campaign eventually revealed the SCKS Superheroine as a savior for individuals experiencing difficult days.

IMBesharam and Sangya Project Collaboration

IMBesharam, an Indian e-commerce website founded in 2013 by Raj Armani and Salim Rajan, sells sex toys, sexual wellness products, and accessories. In 2022, IMBesharam provided seed funding to Sangya Project, an Indian sex-tech startup, to manufacture pleasure products in India. As of September 2022, Sangya Project was the first and only brand to manufacture sex toys in India, including the Sangya S6 Strap On, the S6 Dildo, and the Omega Series of butt plugs.

The investment from IMBesharam aimed to elevate Sangya Project's manufacturing capabilities and expand the sex-tech industry in India. This collaboration also sought to make sexual wellness more affordable across the country and increase accessibility to sex education and sexual awareness beyond metropolitan areas through the development of digital sex-tech for Indians.

Raj Armani, Co-Founder & COO of IMBesharam, commented on the investment, stating that IMBesharam had been advocating for "Made in India" pleasure products since 2020. He viewed Sangya Project's initiative in establishing India's first pleasure products manufacturing unit as a suitable association. Armani noted that the pleasure products market size in India is upwards of $1.6 billion and is growing at a CAGR of over 26%. He also highlighted that over 90% of this potential had not been capitalized due to factors such as ease of availability, access, visibility across India, and the high cost of imported products. Armani believes that with pleasure products manufactured in India, Sangya Project will be a transformative catalyst.

Sangya Project was founded in 2020 by a queer and poly family. It began as a digital platform offering educational content and personal stories related to sex, sexuality, relationships, cyber safety, and mental health before venturing into pleasure products.

Market Context

According to a 2020 article by Mint, three of IMBesharam's five best-selling products were female vibrators. Among the company's customers, 54% were women and 46% were men. A 2022 estimate projected IMBesharam to exceed ₹400 million in sales by 2023.

In February 2026, Raj Armani appeared on the Dr. Cuterus podcast, produced by iDiva, India's largest women's lifestyle network, to discuss the Indian sexual wellness market. Armani stated that the sex toy market in India had doubled every seven to eight months since 2020, in contrast to a global average of doubling every six years.

Key Facts

  • The "SCKS Takes U Out" campaign was launched on January 2, 2025, in Mumbai, India.
  • The campaign is a partnership between Indian pleasure brand Sangya Project and online retailer IMBesharam.
  • The campaign centers on the new SCKS clitoral suction massager.
  • ChtrSocial, a social media influencer marketing firm, collaborated on the campaign.
  • IMBesharam provided seed funding to Sangya Project in 2022 to manufacture sex toys in India.
  • Raj Armani is the co-founder of IMBesharam, and Tanisha is the co-founder of Sangya Project.