Durex: MTV 'Rex Talk'

This case study describes how Durex, the condom brand, created a reality show with MTV to drive brand conversation and awareness, preference and market share in India.

Durex: MTV 'Rex Talk'

Arun Sharma

Campaign details

Brand owner: Reckitt & BenckiserLead agency: INITIATIVEBudget: Up to 500kCountry: IndiaIndustry: Contraceptives, family planningMedia: Online video

Executive summary

This case study describes how Durex, a sixth-player brand in the Indian condom market with a market share of just 2.5%, created a reality show with MTV to drive brand conversation and awareness, preference and market share. It was quite a challenging task as India is a conservative country and people are reluctant to talk about sex. Youth, key drivers of this change,...

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