Fiesta marks India entry with new World AIDS Day campaign

DKT India has launched Fiesta Condoms in India, bringing the international sexual wellness brand from DKT International Inc. to a new consumer base that includes Gen Z and millennials. Fiesta is already available in more than 20 countries and arrives in India with a World AIDS Day campaign conceived and developed by Tonic Worldwide, which recently won the integrated digital mandate for the brand.

The AI-created film reinterprets the idea of protection by presenting safety as an enabler of confident intimacy. It opens with high-energy visuals similar to a sports commercial, featuring athletes preparing for a peak performance moment. The narrative builds around themes of intensity, endurance and precision before pivoting with the message: “THIS IS NOT AN AD FOR SPORT.” The creative idea draws a parallel between athletic gear and intimate protection, positioning safety as a tool that removes hesitation and encourages freedom and control.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Fiesta India (@fiesta.ind)

Fiesta enters the market with a product portfolio tailored for younger consumers. The range includes a smoother-feel variant, flavoured options and contoured, multi-texture designs intended to enhance comfort and provide a personalised fit. The brand sits at the premium end of the category, aiming to encourage young adults to approach sexual wellness with confidence and a modern, responsible mindset.

Executive director and country head Jacques-Antoine Martin said that DKT India’s 33-year legacy and Fiesta’s international presence support the brand’s ambition to engage young consumers who are comfortable carrying condoms and exploring sexual wellness.
Co-founder and chief creative officer Sudish Balan noted that the campaign’s approach reframes safety as a source of freedom rather than restraint, using the structure and tension of a sports film to highlight the role of preparation in building confidence.

Through this campaign and product introduction, Fiesta intends to shift conversations around sexual health towards relevance, responsibility and enjoyment for today’s youth.