Tell people that the next product from Durex was a pair of Jeans.

Then reveal that Jeans was a new pocket pack with two condoms.

Implementation: We planted a cleverly planned press release on Brand Equity’s front page announcing “durex gets into denims. Our Brand Ambassador (Ranveer Singh) further teased the audiences through a video where he is seen in an apparel trial room setting and exclaims that he’s the first to try Durex Jeans and it fits really well. This gave enough fodder for the internet to start speculations and with clever tie ups with allied content partners, we kept the conversation going. After 3 days, we launched online videos to put all speculations to rest asking India to ask for Durex Jeans and keep it handy in every pocket.

Timeline: 22 – 28 March 2017

Placement: Press Articles, Digital Content Partners,Facebook, Twitter and Youtube

Scale: Pan India (National Campaign)

• Reach: 145 Mn people reached

• Engagement: 18% Engagement Rate of the Overall Campaign (industry benchmark 1-5%)

• Sales Growth: Value 79%, Volume 80%

• Achievement against business targets:

1) Benchmark for category share gain is 20-30 bps growth. We gained 130 bps in Market Share Val. by June 2017

2) Durex’s Mkt Share was 3.4% (end 2016) - It is 4.6% (End Sep 2017) & continually growing share since March 2017. This is a huge gain in a category which is such meagre penetration in a billion plus populated nation.