Mt Fuji
<Durex India>

DUREX hijacked a cultural conversation about sex – and erupted with a 29% lift in sales.

Talking about sex is still taboo in India. Which can make things a little complicated for a sexual health brand. Durex wanted to promote a healthy attitude about pleasure, so we used humour to combat the taboo and connect with the changing attitudes of India’s youth.

Even Bollywood got in on the action which all led to one thing: Durex sales exploded, triggering the single-biggest share gain in the brand's history.

29% Increase in sales 62.1M Impressions 32.4% Increase in brand advocates
59.1K Increase in Social Engagement
Awards New York Festivals

The case study.