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,...