Campaign details
Brand: DurexBrand owner: ReckittAgency: Havas Group IndiaMarket: IndiaSector: Contraceptives, family planningMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Durex is the world's number-one brand of condoms but only a small player in India. Despite an active presence in the market for nearly a decade, Durex was nowhere on the scene – it accounted for a mere 2.8% market share in 2018.
So, in March 2021 when Durex became the second-biggest condom brand in India by...