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...