CLIENT
Reckitt Benckiser India
Ratika Mehra - Category Marketing Manager
Adarsh Kurup - Senior Brand Manager, Durex
AGENCY
Bobby Pawar - Chairman & Chief Creative Officer
Manas Lahiri - Managing Partner - North
Ravinder Siwach - National Creative Director
Arjun Jetly - Creative Director
Srishti Seth - Senior Copywriter
Shubhrojyoti Roy - Executive Planning Director
Shweta Raina - Associate Vice President (Account Management)
Naman Puri - Associate Account Director
SUMMARY
Durex is only a small player in the Indian market with 6% market share.
To grow, Durex could easily have followed the success formula of seductive advertising. Instead, Durex chose to Right a Wrong. For decades female sexuality has been stifled in India. This has resulted in a fundamental inequality– ORGASM INEQUALITY! Data revealed that 70% women did not orgasm during sex! We used our Mutual Climax condoms platform to raise the curtains and finally give female sexuality the voice it never had. The growth spike earned was holistic.
