Durex Air: The condom for condom haters

Condom manufacturer Durex grew sales and awareness in India by launching a new product, Durex Air, to address problems with the condom category in general.

Campaign details

Brand: DurexBrand owner: Reckitt BenckiserLead agency: Havas Worldwide India Pvt LtdContributing agencies: Interactive AvenuesCountry: IndiaIndustries: Contraceptives, family planningMedia channels: Online video, Public relations, Social media, Television, Word of mouth, advocacyBudget: 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...

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