News

Durex takes on ‘orgasm inequality’ in India with new campaign from Havas

Durex India has launched a new campaign called ‘Come Together’ for its mutual climax range of condoms, in work created by Havas. 

A release from Havas said: “Recent research reveals that men get aroused quickly, while women tend to take time.”

Havas went on to quote a global sex survey commissioned by Durex in 2017 which revealed that 70% of women in India do not have an orgasm every time they have sex.

Reckitt Benckiser South Asia health chief marketing officer Pankaj Duhan 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.

“With Mutual Climax, we want to empower couples and make equal pleasure and sexual equality a reality in India.”

Speaking about the creative execution Havas Group chairman and chief creative officer Bobby Pawar added: “Orgasm is still considered as a taboo 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 fun and engaging style by using an 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.”

Durex has an uphill slog in India. It is a market dominated by local brands – prominently Manforce – which claims to be the largest selling condom in the country and has actress and former adult entertainer Sunny Leone as brand ambassador.

Credits:

Agency: Havas Creative India

Chairman and chief creative officer: 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: Divya Sharma

Senior copywriter: Arushi Singh

Creative director – art: Ranjan Verma

Production house: Bang Bang

Director: Dibakar Banerjee

Producer: Roopak Saluja and Kareena Dalal

ADVERTISEMENT

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

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

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