Orgasm Inequality – Durex Looks to Reduce Male-Female ‘Orgasm Gap’

Durex has launched a campaign spot in India that looks to fight the good fight against “orgasm inequality” in an effort to reduce the “orgasm gap.”

Put together by Havas Creative India, the brand campaign aims to create awareness while pitching the idea that “sex is great when you #ComeTogether.” 

The campaign is driven by research done by Durex that found “men get aroused quickly, while women tend to take time.

 
 

According to the Global Sex Survey conducted by Durex in 2017, nearly 70% of women in India don’t orgasm every time they have sex. The campaign takes on the issue of orgasm inequality by normalizing conservations and providing product solution for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap.

Enter: Durex Mutual Climax Condoms, which “speeds her up and slows him down” so that they both peak together.

The film uses the none-too-subtle metaphor of a meal to show the stages that men and women go through during the act of sex and how often the end can be a bit anti-climactic and then breaking the metaphor to show how powerfully pleasurable it can be when you #ComeTogether. 

 
 

“Orgasm is still considered as a tabooed topic in Indian society,” said Bobby Pawar, Chairman & Chief Creative Officer, Havas Group.To come up with a film talking contextually and visually of orgasms was no easy task and needed to walk a fine line. We have conceptualized the film keeping in mind the sensitivity around the topic, by creating a film in a fun and engaging style by using an indirect metaphor. The idea behind the film was to create awareness and to build a conversation around the topic. The driving force behind the campaign is the philosophy that sex & pleasure are great when equal, fair & mutual.”

Credits

Agency: Havas Creative India
Chairman & Chief Creative Officer – Bobby Pawar
General Manager -Manas Lahiri
Creative Director – Arjun Jetly
Senior CD – Art – Debanik Chaudhury
Associate Creative Director – Art – Sanjay Chakraborty
Executive Planning Director – Shubhrojyoti Roy
Digital Strategist – Rohit Rajpal
Vice President – Films & Production – Sugato Roy
Associate Vice President (Account Management) – Shweta Raina
Associate Account Director – Naman Puri
Associate Account Director (Digital) – Eric Massey
Account Manager (Always On) – Divya Sharma
Senior Copywriter (Always On) – Arushi Singh
Creative Director – Art (Always On) – Ranjan Verma
Production House – Bang Bang – India’s International Production Company
Director – Dibakar Banerjee
Producer – Roopak Saluja & Kareena Dalal

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