Durex created a new benchmark in its category with Durex Invisible

Durex, the world’s #1 sexual wellbeing brand today, created a new benchmark in its category with the launch of ‘Durex Invisible’ India’s thinnest condom.  Through this distinctive innovation, Durex aims to encourage usage of condoms by addressing the biggest consumer barrier to usage that it hinders intimacy between the couples.

 Durex invisible condom is made of extremely fine & ultra-thin latex making it ‘invisible’ ensuring couples always have a pleasurable experience.

 Mr. Pankaj Duhan, Chief Marketing Officer, RB South Asia Health said “We are excited to announce the launch of India’s thinnest condom, Durex Invisible. 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.”  

 Studies** reveal that only 6.3% people use condoms in the country. In spite of having high awareness, some people do not use Condoms because of inhibition of reduced pleasure with the partner. Interestingly, in the past couple of days, we have noticed these conversations stir up again on social media and the same barriers appear to be the centre of the discussion. Here are some of the interesting opinions and takes:

With the launch of the invisible condoms, a new TVC also goes live today that showcases & 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 all new innovation. Durex invisible, India’s thinnest condom, is so thin like it’s not even there. 

Commenting on the creative strategy, Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India 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! The idea behind the film was to create awareness about the brand's latest revolutionary product.”

 Durex Invisible condoms will be available in packs of 3s and 10s. Additionally, these will also be available on all major ecommerce platforms across India, both traditional and modern trade pharmacy and in top convenience stores in major metropolitan cities.