The objective of the Durex condoms agency brief is to change the mindset of Indian consumers regarding condoms by promoting a message of 'love, fun, and safe sex' targeted at young adults aged 18-30. Key goals include increasing sales across various condom categories, maintaining market share, and ensuring brand loyalty amidst competition. The agency plans to launch a 'lend a condom' campaign with new brand ambassadors and increase visibility through retail marketing and an e-store to create awareness.

1. Durex Condoms
Agency Brief

2. Our Objective
 Changing of the mindset of the Indian consumers
 Lifting the taboo towards condoms among youth, with the
message on „love, fun and safe sex‟
 Increasing the number of sales in our various categories of
condoms
 Focusing on „sex‟ being about emotional connection between
a couple, rather than it being a physical act
“Durex firmly stands for love and togetherness…” – Mr.
Chander Sethi, Senior Vice-President, South-East Asia-
Reckitt Benckiser
18th February, 2013

3. Typical Prospectus
 Male
 Influencer: Female
 Lower---middle---upper class
 young adults (18 years – 30 years)

4. Marketing Objective
 Maintain largest market share.
 Ansel- 2nd best competitor with15% market share
 Existence of over 75 years in India
 42% global condom market share.
 Ensure brand loyalty remains.
 India supplies 50% - 60% Durex condoms globally.
 Fall of supply in mid 2011- tussle in JV
 20% contraceptives affected worldwide

5. Preferences and
Tastes
 Odorless
 Safe-100% sure? Protection?
 As good as a no condom experience
 Flavors, variety, odors
 Durex Jeans cool blue condoms- 2009
 Maximum pleasure
 Easily opening access
 Easy availability
 Subjective needs

6.  Category which has the highest
sales in India:
Superthin Ultima

7. Role of Brand in
Prospectus’ Life
 Assurance of protection
 Hygienic
 Guarantee of no transmission of STD‟s
 “ feeling is everything”
 Consumer is assured he will get maximum pleasure
with maximum safety measures at the same time if
he uses Durex

8. influenced
 Encouraged buying by packaging more number of single packs in one
packet
 Encouraged use of condoms 100% of the times when there is no
intention of pregnancy.
 “ SAFE SEX , BEST SEX”
 As there is a large variety of DUREX condoms available, we need our
consumers to know there is a type of condom by DUREX available
for all kinds of pleasure and needs.
 People should be proud of having sex but only safe sex
 DUREX synonymous to condoms already
 Encourage the number times people use condoms
 Using condoms is cool as its responsible for sustainable development.

9. Legacy Values We Want
to Preserve
 Increase of visibility in the market
 Focus on maximum pleasure – “feeling is everything”
 We provide an extreme range of variety
 Durex – DURability, RELiability and EXcellence

10. Brand needed to be
Changed
 Bad breath created by the tussle bet: Reckit Benckister and
India‟sTTK group regarding many issues.
 No more future loss of supply chains and lack of product
availability.

11. from your agency
1. “Lend a Condom” Campaign
 New Brand Ambassadors:
Alia Bhatt
Varun Dhavan
Siddharth Malhotra
2. Durex Condom posters displayed in all
retail/medical stores mentioning the variety of the
Durex condoms that are available + their various
package deals
3. Creating more awareness of our Durex E-Store, this
could tap the shy audience segment
Actors of the new Karan Johar
movie “Student of the Year”

12.  Thank you