By A Correspondent
Durex India has launched a new brand campaign which aims to create awareness about orgasm inequality, the film highlights the fact that sex is great when you #ComeTogether. The campaign has been conceptualised and executed by Havas Creative.
Said Pankaj Duhan, Chief Marketing Officer, RB South Asia Health: “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 on the issue. With Mutual Climax, we want to empower couples and make equal pleasure and sexual equality a reality in India.”
Commenting on the creative strategy, Bobby Pawar, Chairman & Chief Creative Officer, Havas Group said, “Orgasm is still considered as a tabooed 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 conceptualized the film keeping in mind the sensitivity around the topic, by creating a film in a fun and engaging style by using 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 & pleasure are great when equal, fair & mutual.”
The campaign is currently on air.