Campaign details

Brand: Durex
Brand owner: Reckitt Benckiser
Lead agency: Havas Worldwide India Pvt Ltd
Contributing agencies: Interactive Avenues
Country: India
Industries: Contraceptives, family planning
Media channels: Online video, Public relations, Social media, Television, Word of mouth, advocacy
Budget: 1 - 3 million

Executive summary

In early 2018, Durex was going to come out with its thinnest-yet condom in India – Durex Air, an ultra-thin condom that was just 0.5 microns thick.

In India, the condom category has a penetration of just 5%. This means that most people don't use condoms while having sex. Research showed that the key reason for not using a condom is the lack of feeling (and therefore reduced pleasure) – leading to a strong dislike for the product.