Campaign details

Brand: Durex Jeans
Brand owner: Reckitt Benckiser
Lead agency: Havas Worldwide India
Contributing agencies: Interactive Avenues
Country: India
Industries: Contraceptives, family planning
Media channels: Newspapers, Online video, Public relations, Social media, Television, Websites & microsites, Word of mouth, advocacy
Budget: 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 unsafe sexual practices later in life.

Durex set out to convince youngsters to make their first sexual experience both enjoyable and safe with innovations that made condoms inconspicuous to buy and carry.