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.
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.
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
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.
Check out the entire campaign: