It was the news highlight of last week. Durex, the global love and sex brand had announced that it was getting into denim. Expectedly, the news spread like fire on the Internet.
Last weekend, Durex killed the suspense. It was not getting into denim fabrics after all. Rather, it was a condom targeted at youth called Durex Jeans. For many, including this writer it was a killjoy moment.
There are enough reasons and more on why Durex should have got into denim.
Durex is not the only condom manufacturer to have stretched its imagination beyond its core area of expertise. In India, Kamasutra or KS diversified into deodorants nearly a decade back. A company executive told this writer in a private (not intimate) conversation that the deo range grew into a sizeable business and soon fetched the company a higher sales turnover than condoms.
Now, fantasise about what could have been the scenario if Durex could have really got into denim fabric.
It could have created waves especially among the young crowd that believes in having maximum fun with its clothes on.
It could have given the company to extend into other adjacent categories like mattresses, intimate wear and so on.
But who knows, this is exactly how it might pan out in the near to distant future. Like they say in love, sex and business, NEVER say never.
(The author is the managing editor, Campaign India. He can be reached on firstname.lastname@example.org)