Campaign details
Brand: DurexBrand owner: Reckitt BenckiserEntrant company: Reckitt Benckiser, GurgaonIdea creation: Havas India, GurgaonMarket: IndiaSector: Contraceptives, family planningMedia channels: Social media, Television, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
Durex, a global giant, is only a small player in the Indian market (approx. 6% market share).
To drive brand growth Durex could easily have followed the success formula of market leaders, Sell Sex – seductive, raunchy ads casting porn stars.
Instead, Durex chose to Right a Wrong.
We stirred a hornets...