Durex has constantly maintained a distinct positioning around ‘performance’, drawing from its legacy of technology-led innovations, enabling it to command a premium price in the category. In tune with this, Durex India launched its thinnest condom yet –
Durex Invisible.
The campaign is based around the insight:
*As per the Durex Global Sex Survey (GSS) report of 2017
When combined with the Products RTB,
the overarching thought of #ThinThinnerThinnest was born to roll out the campaign on digital.
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But before the world could finally catch a glimpse of the revolutionary Durex Invisible,
we obviously had to get the social media buzzing, questioning, and shocked.
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So we asked our audience something that the biggest condom brand shouldn't ask...
And just like that, the internet went crazy, with a little help from the IG's leading influencers.
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I had the most fun ideating, writing, and finally seeing these celebrity & influencers videos come to life.
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A few examples from the Pre-Buzz
Dolly Singh
Bani J
Vikrant Massey
Radhika Apte
While this storm was raging on the digital Kalki stepped in to calm the chaos.
And with this announcement, Durex Invisible was launched!
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The conversation shifted from #ForgetCondoms to #ThinThinnerThinnest
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The sustenance phase began with Kalki uploading a fun gimmicky unboxing video.
And other influencers followed in her footsteps.
Beyounick
Leeza Mangaldas
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Social Media Content
Fin.
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Check out the entire campaign: