Great Sex & Conversations - Powered by Durex

2. BUSINESS CHALLENGE
A whole lotta Love. But still no Glove.
Challenge - Grow the sexual well-being category in India by increasing the frequency of usage, AND increasing adoption by target segments
60% of men in urban India have sex about 3-5 times a week
But the Indian condom market’s
penetration rate is still < 5%

3. Let’s have conversations that matter!
BRAND CHALLENGE
Create a Fun, Healthy & Safe Attitude Towards Sex
- Initiate an engaging brand conversation with lovers on celebrating great
sex the Durex way -
Healthy, Fun & Safe!

4. CONSUMER INSIGHT
What is the deep & unrevealed behaviour?

5. CONSUMER INSIGHT
“It’s Good, but I am curious ...”
* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities (Hyderabad, Bangalore, Mumbai, Pune, Jaipur, & Ahmadabad).
89% of men in urban India are happy with their sex lives
But dig a little deeper, and you find that... 78% use the word ‘Good’ to describe their sex lives, not ‘Great’ ... and over 68% want to have MORE Adventurous, Fun & Intimate sexual experiences. As a matter of fact:
- 62% are open to experimenting with sexual well-being products & toys for more adventure
- 45% want to indulge in role plays/fantasy scenarios to spice things up
- 43% want more romantic/intimate experiences

6. “... and I want more!”
- 68% of men craving excitement, want to indulge in more role play and fantasy experiences (More FUN)
* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities (Hyderabad, Bangalore, Mumbai, Pune, Jaipur, & Ahmadabad).
- 54% of men with intimate sex lives, want to experiment with products/toys to spice things up (More ADVENTURE)
- The few who do experiment with products are happy with their sex lives, and don’t want to change anything
CONSUMER INSIGHT

7. Let’s Talk About Sex, Baby!
Based on results of the 2013 India Today Sex Survey 2013
Indian men usually don't discuss their sex lives openly.
But most are open to sharing their sexual fantasies with their partners ...
... and would even prefer talking to their partner, in case they're not happy with sex in their marriage/relationship
CULTURAL INSIGHT

8. Men in India believe they have a GOOD sex life.
But they are CURIOUS to know more. To EXPERIENCE more...
More Fun. More Intimacy. More Adventure.
... And they’re willing to TALK about it. ASK for it. DO more for it.

9. THE BIG IDEA
Great Sex & Conversations – Powered by FIA!

10. FIA Mobile App – Powered by Durex
CONSUMERS:
A private digital space, powered by Durex, that enables a healthy, safe and fun environment for lovers to spice up conversations & interactions around SEX, and interactions that lead to it.
BRAND OBJECTIVE:
- An opportunity for Durex to create deep, emotional brand associations.
- To create a habit that stems from the idea
“If it’s Great Sex, it’s Got to be Durex!”

11. FIA Mobile App – Salient Features
A mobile app that uniquely pairs (via a PIN) with the app installed on the partner’s phone. A fun, and sexy app that allows couples to:
 DISCOVER via fun & naughty quizzes
Play out FANTASY MOVES
PLAY ON naughty 2-player games
 Browse REX-O-PEDIA for tips & tricks
 Create & capture special MOMENTS
 Create & browse user-generated FIA tales
 Get local recommendations on movies, restaurants & special events via RexReccos

13. Pre-defined or custom- generates quizzes (7 questions) for couples to discover naughty & not-so-naughty things about each other
Roleplay - Recreate (via chats) popular scenarios from Hollywood/Bollywood movies (Princess Leia and Han, Devdas & Paro, Raj & Simran, Salim & Anarkali, etc.)
Play modified (naughty & sexy) versions of popular 2-player games (such as 'Draw my thing', 'jigsawce', etc.
- An expert guide to dating, relationships & great sex
- Information on products available in the sexual well- being category
- Dedicate a quote/song
- Capture ‘instagrammed’ pictures
- Create a digital scrapbook of pictures and conversations from the app
User submitted stories on their fun & adventurous sex lives.
- Along the lines of FML, only SEXIER ;)

14. DRIVING HOME THE APP & MORE
Curious Case of Rex & his girl Fia (Fun. Intimate. Adventurous)

15. Campaign Idea
•A 6-month long campaign involving viewers in Rex’s quest to finding his FIA
•Communication & interactive elements around Rex’s journey to find her, charm her, sweep her off her feet, and TOGETHER experience great pleasure
Rex & Fia:
Characters personifying the wants & desires of the urban Indian couple in a fun, attention-grabbing way

16. From Campaign to the App
•To ignite, drive & sustain interest in the app
•The campaign will drive downloads & registrations for the app & ensure continued usage

17. ONLINE STRATEGY Premium Content Marketing
- Comic strips on Rex & FIA’s struggles around dating, relationship & sex in today’s smartphone-mad world (chronological)
- YouTube – Comic strips converted to mini YouTube episodes (1.5 to 2 mins animated videos)
- www.keepkama.in – Online central content hub Social Media Strategy
- Rex & FIA’s dedicated Facebook & Twitter pages with witty & humorous status updates
- Youtube pre-roll ads: Animated ads urging viewers to visit the respective FB pages and help Rex & FIA with advice (via polls & status updates) KEY OBJECTIVE - To guide visitors to the app download pages on FB & www.keepkaam.in before they take any action (view a video, comic strip or participate in a poll)
Rex & FIA – In pursuit of great pleasure

18. OFFLINE STRATEGY Restaurants/Movie Theatres/Shopping Malls - Rex & FIA’s drinks/food recommendations
- Literature on the table/counters – Table standees promoting the app Print
- From Good to Great - A series of articles (sponsored by Durex) on sex- related advice/opinions (centered around Rex & FIA to subtly promote the app)
- E.g. “Is your smartphone ruining your relationship? Turn it around with G2G”, “Rex – Today’s sexually aware man that every woman needs to know” Events Rex & FIA’s GREAT Party Series – Dance Music concerts across major cities KEY OBJECTIVE - To promote the app & content on www.keepkama.in/G2G & Facebook
Go where the couples are ...

19. Coming Alive across touch points
Comic strips & mini YouTube videos depicting the couples journey to greater pleasure
Rex & Fia’s dedicated social media pages
www.keepkama.in – Online content hub
Rex & Fia’s Party Series – EDM & Indian pop music concerts
Good2Great Article series in print medium
Offline activation at locations thronged by couples

20. IN PURSUIT OF PLEASURE
Inducing change by ensuring undivided attention!

21. A Perception Problem
Condoms are still perceived as a ‘prevention’ product (pregnancy & STD prevention).
A necessary evil. Something that ‘interferes’ with pleasure.
Association with PLEASURE and FUN is non- existent.
Threat of Next Best Alternatives:
- Emergency Pills
- Faith in partner
SEXUAL WELL-BEING CATEGORY
- Close to zero awareness about products available in the category
- No assumed need for accessories to enhance sexual experiences

22. Attitude Change – Powered by Durex
For real change to happen, we'll have to start with ourselves. With our attitude towards Sex! #Don'tJustDoIt ... #KeepKama & #EnjoyIt The app will help generate Fun & Adventurous conversations amongst lovers ... ... that will also get reflected in Rex & Fia's relationship and sex life. All about introducing ideas in an environment where you have your TG's undivided attention.

23. “You had my curiosity. But now you have my attention”
In a complex market like India, Durex’s idea to generate fun & healthy conversations around sex is the RIGHT first step. This is especially true given that:
- Indian men not only want sex more often, but they want it adventurous, fun and intimate
- They’re open to discussing/sharing their wants & fantasies with their partners Hence, the crux of the MOBILE-DRIVEN STRATEGY lies in enabling:
- Target Consumers To Do So In A Specially-created Digital Environment Where Durex Has Their Undivided Attention
A long-term view to GRABBING, NURTURING & SUSTAINING consumer attitudes
towards the sexual well-being category

24. And mobile-driven because ...
- On an average, Indian consumers spend over 3 hours a day on their smartphones, and one-third of that time is spent on apps - Over the last 2 years, there has been a 63% increase in app usage, and a 20% increase in time spent by users on smartphones - Social and chat apps are the reason why most new users buy a smartphone
By 2015, 41% of all internet access will exclusively be via mobile phones. Smartphones will become the primary internet access medium over the next few years.

25. REX CORNERS
A win-win for modern retailers & consumers

26. Not just stock DUREX products, but also
- Male and female hygiene products in tie- up with other non-competing brands
- Rex & Fia merchandize – Bar accessories, stationary, apparel, phone cases, bags, etc.
Rex Corner – A cooler purchase experience
REX Corners within Modern Retail Stores
- A specialty store within supermarkets to separate the purchase process from other ‘grocery shopping’ list products

27. Exhibit - www.keepkama.in

28. Srujani Panda - ISB Class of 2015 #HopingtobeMaverickPanda