Campaign details

Brand: Durex Kohinoor
Brand owner: Reckitt Benckiser
Lead agency: Havas Worldwide India Pvt. Ltd.
Contributing agencies: Interactive Avenues
Country: India
Industries: Contraceptives, family planning
Media channels: Content marketing, Online video, Social media, Websites & microsites
Budget: 1 - 3 million

Executive summary

Kohinoor was known in India for its extended pleasure portfolio and, being competitively priced, had a large footprint in the country. Durex acquired it in 2015 and wanted to re-launch it in 2018. The Kohinoor portfolio comprised of flavoured condoms – which are the highest selling product variants in the category.

The challenge was two-fold: To re-launch the Kohinoor brand and to launch the new product portfolio (flavoured condoms).