Campaign details
Brand: Durex JeansBrand owner: Reckitt BenckiserLead agency: Havas Worldwide IndiaContributing agencies: Interactive AvenuesCountry: IndiaIndustries: Contraceptives, family planningMedia channels: Newspapers, Online video, Public relations, Social media, Television, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k
Executive summary
Pre-marital sex is a cultural taboo in India and, as a result, regularly buying and carrying condoms is embarrassing for singles – particularly the youth. As per the results of the Durex Sex Survey, only 30% of men use condoms during their initial sexual experiences – forming...