Durex ad shows why a 'close fit' makes all the difference

Durex has announced the launch of Durex Close Fit Invisible Condom, India’s first-ever close-fit thin condoms. Durex Close Fit features an ultra-thin condom with a promise of snug fit, allowing couples to experience enhanced closeness and sensations without compromising on protection. 

Speaking on the launch, Kanika Kalra, Regional Marketing Director, Health, Reckitt - South Asia, said, “As a brand known for pushing boundaries, Durex is constantly innovating to meet the evolving needs of today’s modern and conscious consumers. With condom penetration in India at just 9.5%¹, a key challenge remains the mental barrier that condoms dull sensation and intimacy. At Reckitt, we are committed to tackling this challenge and promoting wellbeing through innovative and new age solutions. Durex Close Fit is a game changer — offering a closer fit that redefines the sexual experience for couples, empowering them to enjoy pleasurable, intimate moments without compromising on protection.” 

Conceptualized by Havas Worldwide India, the campaign film focuses on that special snug feeling when something fits and contours around you perfectly and closely. In the unique Durex flair, the film employs an avant-garde storytelling style and technique to transport you to a tactile world where intimacy is heightened, and every sensation is viscerally felt. Using metaphors of swimming, athletics and dance the film establishes, that in matters of pleasure, ‘A close fit makes all the difference’ 

Anupama Ramaswamy, Joint MD & Chief Creative Officer, Havas Worldwide India said, “Durex as a brand has constantly maintained a distinct positioning around ‘intimacy’, drawing from its legacy of technology led innovations. To highlight the innovation of Durex Close Fit Invisible, the film explores an impactful new narrative style pushing the boundary of storytelling and visualization to make an unforgettable film.”