#COMETOGETHER

The campaign is currently on air.

According to the company, as per the Global Sex Survey

conducted by Durex in 2017, nearly 70% of women in
India don’t orgasm every time they have sex. Recent
research reveals that men get aroused quickly, while
women tend to take time.

The campaign has taken on the issue of orgasm

inequality by normalising conservations and providing
product solution for both men and women so that they
#ComeTogether, thereby helping reduce the orgasm gap.
Using statistical and cultural truths, the campaign intends
to rally public opinion towards having a healthy, positive
and important conversation about the awareness,
culture, and science around the issue of orgasm equality.

“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. Durex have conceptualized the film keeping in
mind the sensitivity around the topic, by creating a film in
a fun and engaging style by using an indirect metaphor.
The idea behind the film was to create awareness and to
build a conversation around the topic. The driving force
behind the campaign is the philosophy that sex &
pleasure are great when equal, fair & mutual.”
Why Durex !?
If there is any one brand that is winning hearts
through advertising, it is Durex.

Durex ad campaigns are known to be innovative,

witty and relatable,
In a country with no sex education, where
condom ads are banned on TV between 6am-
10pm, and conversations around sex are few
and awkward, Durex has made comedians to
promote condom use.

Durex's marketing campaigns primarily work

because they have got the basics right - they
always promote why before what.

They sell condoms by telling you why you

should buy them.
How effective the
campaign is for Durex ?

This campaign of durex is creating positive

image of the brand as they are bringing
awarness amongs the people to have safe sex .

The campaign has taken on the issue of orgasm

inequality by normalising conservations and
providing product solution for both men and
women so that they #ComeTogether, thereby
helping reduce the orgasm gap.
#COMETOGETHER

by;
AVISHKAR KALE (fybba)
BMCC Ecell Ambassador