Durex India has launched a new brand campaign through which it aims to create awareness about orgasm inequality.
This follows a study conducted by the brand in 2017 which stated that nearly 70 per cent of women in India don’t orgasm every time they have sex.
The film has been conceptualised by Havas Creative for Durex's product labelled 'Mutual Climax Condoms'.
Pankaj Duhan, CMO, RB South Asia Health, said, “We are very excited about launching our latest innovation Mutual Climax condoms. Our ongoing campaign #ComeTogether along with this new solution aims to create awareness on the issue of orgasm inequality, thereby encouraging couples to have a discussion on the issue. With Mutual Climax, we want to empower couples and make equal pleasure and sexual equality a reality in India.”
Bobby Pawar, chairman and chief creative officer, Havas Group, said, “Orgasm is still considered as a tabooed topic in Indian society, 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 conceptualised the film keeping in mind the sensitivity around the topic, by creating a film in a fun and engaging style by using indirect metaphor. The idea behind the film was to create awareness and to build conversation around the topic. The driving force behind the campaign is the philosophy that sex and pleasure are great when equal, fair and mutual.”
Agency: Havas Creative India
Chairman and CCO: 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 and 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
Producers: Roopak Saluja and Kareena Dalal