NEW DELHI: Durex has launched India’s thinnest condom ‘Invisible’. Through this product, Durex aims to encourage usage of condoms by addressing the number one reason people avoid putting them on: that it hinders intimacy between the couples.
With the launch of the Durex Invisible condoms, a new TVC also went live that showcases and highlights that nothing comes between ‘you and unforgettable sex.’ Towards the end, it closes with the message that all obstacles to great and pleasurable sex would be removed with this new line of condoms – it’s so thin, it’s like it’s not even there. On the social media front, the brand started promotions with #ForgetCondoms, and the hashtag quickly went viral.
According to Durex’s Global Sex Survey conducted in 2017, only 6.3 per cent people use condoms in India. In spite of having high awareness, some people choose not to use condoms because they inhibit pleasure during sex.
RB South Asia Health CMO Pankaj Duhan said: “We truly believe that this condom will transform the market by addressing the biggest barrier to condom use - reduced pleasure with the partner. Through this campaign, we aim to encourage more and more people to feel pleasurable sex with Durex Invisible while we continue to deliver on the high-quality standards that Durex is known for with no compromises on reliability.”
Unprotected sex is full of risks: partners who do not use condoms leave themselves vulnerable to sexually transmitted diseases and unplanned pregnancies. With this caution in mind, Havas Group India chairman and CCO Bobby Pawar said: “Having unprotected sex has been one of the major concerns in Indian society, to come with a TVC which addresses the issue was not easy. We have conceptualised the TVC keeping in mind the consumers' need and preference, by using indirect metaphor showing one can get maximum sexual pleasure, with Durex Invisible because it's so thin that it's almost invisible.”
Durex Invisible condoms will be available in packs of 3s and 10s. Additionally, these will also be available on all major e-commerce platforms across India, both traditional and modern trade pharmacies and in top convenience stores in major metropolitan cities.
