In May 2018, Durex was releasing 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 sex. Research showed that the key reason is the lack of feeling & therefore reduced pleasure – leading to a strong dislike for the product.

At the time of launch, the brand set out to sell a total of INR 3 Crore (USD 436,000) worth of stocks in the first 3 months.

To reach this goal, the objectives were Building Awareness and Driving Consideration.

To get people talking about the product, measured with Reach, Conversations & Engagement Rate on social media. And to get the audience to consider Durex Air as a product they would like to try/buy, measured by rise in Search & E-com traffic.

From “I hate condoms” to “Hate Condoms, Love Durex AiR”.

Seeded the conversation: Durex kick-started the campaign by asking digital India a simple question.

Got the audience to open up: We involved influencers to share content using #HateCondoms and pitch in with their own views. Along with street interviews. The audience soon responded.

Summed it up with a Promise: We created a poll and arrived at the key reason – which, as expected, was “lack of feeling”. We ended the poll with a teaser, promising the audience that Durex will come back to them with a solution. The results of the poll generated a lot of organic media coverage, leaving the audience wondering what was to come.

Durex Air launched with a TV commercial, first aired online.

We released digital posts detailing the product on our social channels along with bought media banners. This sparked further online content.