Durex has released a wild new pair of spots in India as part of their “Go Places” campaign pitching flavored condoms that come (or help you to do so) in three flavors – bubblegum, wild berry, and vanilla popsicle.
The insight that drove both product and campaign came from sexual health statistics gathered through research, said Pankaj Duhan, chief marketing officer, RB Health South Asia. “We married two insights – that flavors lend to fantasy, and that 74% of Indians want to try something new in bed. So the campaign hinges on the notion of ‘Un-bore sex.’”
There is nothing boring about these two spots highlighting the power of fantasy as foreplay leading up to two strangers ending up in the lavatory for a sexy rendezvous.
The campaign first kicked off with a series of posts with statistics about Indians’ sexual health on social media platforms, followed up by a chat show to discuss ‘how to un-bore sex’. The 18-minute chat show featured TV and film actors like Anusha Dandekar, Karan Kundra, Chetna Pande, and Karan Wahi.
Get frisky and live out your 'fantastic' fantasies with the thrilling new range of Durex Flavoured Condoms- Bubblegum, Wildberry & Vanilla Popsicle. Grab yours to #GoPlaces: https://t.co/oXri2qrKbe pic.twitter.com/WqzjdnHPYP
— Durex India (@DurexIndia) November 12, 2019
Durex, which is known for its provocative ad work, is enjoying success in the Indian market.
“We have doubled our business, and increased our market share by almost 50% (in this time). To keep up the momentum, we decided to venture more aggressively into the flavored (condoms) market, which is 70% of the overall condom market,” said Duhan.