3. The Problem Statement
• Indian history richly promoted sex & sexual pleasure through ancient
scriptures like Kamasutra.
• Fast forwarding to today, society is severly contradicted by moral
vigilantes & politicians imposing their narrow views, claiming sex to be a
taboo
• Thus the social stigma in India when it comes to sex and sex related topics
is uneasy and unspoke.
• In an unpleasent atmosphere where sex talk & family planning is
uncomfortable to discuss, it's challenging to boost up condom sales.
• Being the 2nd most populated country in the world, India needs family
planning control measures. Durex needs to identify a way to responsibly
communicate urgency of condom usage by the Indian youth
4. The Campaign
Client: Durex India
Agency: DigitasLBi India
Objectives:
• Overcome social taboo on sex and conversations around it
• Elevate the issue and drive responsible conversation
around sex
• Bring about a cultural change through communication and
inspire a generation to indulge in the practice of safe sex
5. The Durex Campaign
Target Audience: Younger demographic of India
Medium: Digital, longer format, viral campaign
https://www.youtube.com/watch?v=T1qEnquUFjw&feature=youtu.be
7. Results Achieved
• Overwhelming Publicity
– #DoTheRex – the YouTube video was seen and
discussed over 3 million times
– Durex became trending on Twitter
– 6/9 coverage by mainstream Indian press
– Over 120 positive sentiment articles were written
– Conversations including parodies by celebrities like
Honey Singh
– 200 million impressions were created
8. Ads and Packaging with emphasis on promiscuity
Communication with an emphasis on promiscuity
9. Lessons Learned
• Digital PR buzz with bloggers, media publishers,
celebrities & Influencers a lasting impression
• Social platforms Facebook, Twitter & YouTube created
appreciable buzz
• The responsive microsite helped to gain reach with
20% of the audience from the mobile platform
• All users were directed to one platform (the microsite)
10. What Else Durex Did
• Started the #Don’tFakeIt Campaign
using Footballers for promoting the
campaign
• Campaign said ‘Great Sex is like great
football’.
• Launched ‘Rex Talk’ with Ranveer Singh
on World Aids day to promote safe sex
• Campaign stated ‘Make Love without
fear’.
• Snapdeal offer, Rs. 30 for 30
condoms
• Partnership with MTV for another
campaign targeted to the youth
11. • Reckitt Benckiser started a
competition called ‘RB
Maverick’ where students
design a digital campaign for
Durex
• Interactive website providing
information on sex and sexual
health. Campaign was called
‘Love.Sex.Durex’
• Another social media
campaign called
‘#TurnOfftoTurnOn’
12. Our Campaign Ideas
• Be a bloke – Crack a joke campaign
• A viral “Yo Daddy” joke campaign (similar to the popular “yo mama” jokes) on
social media: using humor to subconsciously stir usage of condoms
• The DB (DurexBhai) app
• A mobile phone application connecting ‘real’ men and potential condom
holders.
• The closest store/person who is linked by this network can notify those in need
of a condom, just by the matter of a click
• The app provides access to a network of people willing to supply condoms at the
nearest possible distance, an unspoken necessity!
• Safe Sex Zones
• (use geo-positioning) Every city supporting the use of condoms shall be
recognized as a safe sex zone and shall greet its visitors with a message that
“WELCOMES YOU TO A SAFE SEX ZONE” and promotes Durex condoms.
