Durex has rolled out a campaign titled #EndBedroomDistancing, to promote the launch of its latest innovation - extra-thin flavoured condoms. Conceptualised by Havas Creative, the film aims to make fans of flavour aware that the new product can give them a more heightened experience.
The film opens with actors Prateik Babbar and Elnaaz Norouzi, sharing an intimate moment. Babbar is seen chopping fresh strawberries, while Norouzi keeps asking him to chop them ‘thinner’, implying the longing for Durex’s extra-thin condoms that are available in three flavours, including chocolate, strawberry and bubble gum.
Dilen Gandhi, regional marketing director, South Asia – health and nutrition, Reckitt said, “While over 60% of condom sales in India are in the flavoured condoms category, the focus has primarily been on flavours and not on product innovation and offerings addressing intimacy issues faced by the consumers in this segment. As a global leader, Durex is addressing this issue by launching a one-of-its-kind made for India innovation with Durex extra-thin flavoured condoms leveraging our product expertise and superiority of producing thin condoms. This product is a global first launch for Durex focused on bringing in the much-needed intimacy in the bedroom. Complimented by conversations on #EndBedroomDistancing, we promise to help consumers break boundaries of imagination, one innovation at a time.”
Bobby Pawar, chairman and chief creative officer, Havas Group India, said, “For the launch of Durex’s latest innovation, we faced an interesting conundrum. Do couples who are quite satisfied with existing flavoured condoms have a problem with thickness? Well, in true Durex fashion we did a googly on a current social norm to spark conversations. And we also ripped the mask off the distancing that was happening in bedrooms everywhere. Once we get people talking on social media about #EndBedroomDistancing, we will launch our TV spot that employs a metaphor to demonstrate how Durex extra-thin flavoured condoms do just that and also gives you flavour that makes you feel closer. The third act of the campaign sustains the conversation with clever memes and influencer posts.”
Creative agency: Havas Creative, India
Production house: Bang Bang
Director: Lloyd Baptista