Durex teases internet with campaign for ‘Jeans’ designed to eliminate condom stigma among India’s youth

Durex has created a condom designed to fit snugly and subtly into the pockets of India’s younger generation, who, while confident about swiping left on Tinder, are often too nervous to carry sexual protection around with them due to perceived societal taboos.

Combatting that fear, the Reckitt Benckiser brand has launched a lighthearted campaign to promote its new range of Durex Jeans – condoms that both blend into the blue fabric and slide perfectly into a denim pocket.

Created by Havas India, the campaign kicked off with a social media post announcing that Durex would be launching a pair of ‘jeans’ that ‘fits so well’, featuring Bollywood star Ranveer Singh as the new brand ambassador.

This, plus a teaser commercial featuring Singh ‘trying on the jeans,’ soon duped scores on the internet into thinking the condom brand was launching its own range of denim-wear.

The video subsequently went viral and spawned a number of memes and news coverage in India into what #DurexJeans could be.

Following this, Durex ‘revealed’ that the product was in fact a new line of pocket-friendly condoms with an ad showing Singh illustrating the ease of slipping on Durex Jeans with a roll of sellotape.

Buying and carrying a condom in India remains a taboo subject despite a long-running effort by the country’s government to encourage people to walk around with one. According to Havas, the condom industry penetration is very low in India and growing, but is growing at a slow rate as the smartphone generation becomes more sexually adventurous

A spokesperson for Havas India said: “Our aim is to inspire safe sex among the youth by removing the taboo around the condom purchase in India while establishing itself as a youthful condom brand. We want to make it easy not just to ask for a condom but to carry it too.” The campaign’s third phase is still to be released and will focus on the message of being prepared anytime anywhere.


Chief creative officer: Nima Namchu, 

Executive creative director: Navin Theeng, 

Creative director: Priyank Narain

Creative director: Ajay Sharma 

Associate creative director: Sanjay Chakravorty

Creative supervisor: Atin Ahluwalia, 

Art director: Abhishek Anand Jr. 

Executive strategy director: Shubhrojyoti Roy

Strategic planning manager: Sarthak Ranka,

Senior vice president account management: Lokesh Sah, 

Client services director: Shweta Raina,

 Associate account director: Srishti Tomar,

Senior account executive: Abhishek Anuj,


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing