Durex Jeans campaign is Havas India's best bet for Cannes

The light-hearted campaign from Reckitt Benckiser was an attempt to promote safe-sex among the youth

e4m by exchange4media Staff
Updated: May 24, 2018 9:57 AM

Havas India’s only entry to Cannes this year is the Durex Jeans launch campaign. 

In 2017, Durex teased the internet with a campaign for 'jeans'. A 15-second teaser starring brand ambassador Ranveer Singh trying on the 'jeans' went viral in summer last year. He tweeted: “Guys Durex is launching Jeans and I am the first one to try it…”

The launch of Durex Jeans was not just a social media tactic but was accompanied by a press statement by Rohit Jindal, Director-Marketing, Reckitt Benckiser. In the statement, Jindal had said that Durex is launching Durex Jeans although it is known as a condom brand because of the strong connect Durex has with the youth as a brand which is young, hip, adventurous, zesty and at the same time reliable and safe.

Durex later revealed that it was not launching a new range of denim-wear and has instead created a condom targeted at youngsters and first timers in the age group of 18-25. Speaking about the new product, Jindal said that Durex Jeans is an effort to have a conversation with the youth of India around safe sex. Our campaign purpose is to have fun with the category and induce conversation around the use of condoms.

This campaign is the agency's best bet for Cannes in 2018, especially because of the unconventional launch of the product that took the internet by storm. 

Commenting on the choice of the campaign for Cannes, Nima Namchu, CCO, Havas India, said, “The campaign set the online community abuzz with people, not just in India but across the world, speculating why Durex would launch a jeans line. Even Playboy picked it up!”

Namchu added that the campaign has received good reviews and done well in award shows in the region. “The clutter-breaking execution of the creative business idea will stand out in, what I expect will be, a sea of cause-driven campaigns,” he hopes.

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