Brand owner: Reckitt Benckiser
Lead agency: Havas Worldwide
Contributing agencies: Interactive Avenues
Industries: Contraceptives, family planning
Media channels: Content marketing, Online display, Online video, Print - general, unspecified, Public relations, Social media, Television, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k
Pre-marital sex is a cultural taboo in India, and as a result, buying and carrying a condom regularly is not a habit among the youth. As per the results of the Durex Sex Survey, only 30% of men actually use condoms during their initial sexual experiences – leading to them forming unsafe sexual practices that endure in later 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.