durex
Indians are too embarrassed to say the word "condom" when buying one, using slang like "umbrella" or "cap" instead.
So, to address “condom-shyness”, durex is breaking down this barrier to sexual freedom and getting Indians to Say Condom (and get 50% off).
CASE STUDY VIDEO
Say "condom" to get 50% off.
Use slang like "umbrella" or "cap", and get a Durex Umbrella and Cap.
Search for condoms using speech to text on the DUNZO delivery app, and get Durex at 50% off.
Concert-goers at SUNBURN can shout condom at the Durex stage and get special Durex packs, and win VIP Festival upgrades.
OOH On the streets of Mumbai, India
CO COPYWRITER Debashish Dumbre
ART DIRECTORS Mahek Asher + Tanmay Kumar
STRATEGIST Agrim Prakash