Durex India's Twitter campaign sheds light on #OrgasmInequality & women empowerment

The campaign for ‘Durex Mutual Climax Condom’ was rolled out in four stages, with each step creating high-decibel awareness around female orgasms and gender inequality

e4m by exchange4media Staff
Updated: Oct 24, 2019 1:41 PM
Durex India

For decades, we have actively steered clear of open discussions about sex. Despite being a natural phenomenon, sex has always been perceived as a taboo subject by society – one that we must remain hush about. Within this restricted approach towards sex, there exists a stronger stigma around female sexuality in particular; a stigma that has never allowed space for dialogue around ‘satisfying the feminine’. This drought of conversations has caused female sexuality to take a backseat for decades together and the numbers are now narrating this inequality.

About 70% of women in India do not reach orgasms – to state in other words, they don’t really experience sex as they should – or they don’t experience it wholly.

In a bid to overturn these shocking results, Durex seized this opportunity to ease the stigma around female sexuality. The condom brand introduced a new product ‘Durex Mutual Climax’ to counter #OrgasmInequality and trigger conversations that help audiences acclimatize to open discussions about female sexuality.

The campaign which ran from 28th May – 30th June, 2019, aimed to break the taboo around ‘female orgasm’ by using the platform to kick-start conversations about #OrgasmInequality and women empowerment, educating audiences and anchor on this engagement to launch the new product ‘Durex Mutual Climax Condom’, stimulating more conversations about female sexuality and #OrgasmInequality.

The campaign was rolled out in four stages, with each step creating high-decibel awareness around female orgasms and gender inequality, in the experience of sexuality. A teaser Tweet, highlighting the alarming statistic of 70% of Indian women not orgasming during sex, was used to intrigue audiences and create sizable buzz around the campaign.

Speaking on the campaign, Shashi Mukherjee, Head – Digital Marketing, Reckitt Benckiser India said, “Our recent campaign #ComeTogether from Durex aimed to create awareness on the issue of orgasm inequality, thereby encouraging couples to have a discussion on the issue, as there is a huge taboo around female sexuality and orgasms. We chose Twitter in bringing together an audience to drive this cultural shift. The conversation around #OrgasmInequality, helping us achieve our campaign purpose as well created openness by discussing this topic through a Pooja Bedi twitter live session.”

Following the first one, @DurexIndia went on to enhance the dialogue by associating with influencers like Kaneez Surka (@kaneezsurka), Karan Kundra (@kkundrra), Swara Bhasker (@ReallySwara), among others, sharing videos where these renowned individuals spoke about #OrgasmInequality and their experiences with the same. This built the narrative further, making it more relatable to audiences. The reach of these videos was maximized by Tweeting them from the influencers’ handles as well.

In addition to influencers’ videos, @DurexIndia also shared quote cards from users showcasing fake orgasm stories, tagging them with #IFakedItToo.

While #IFakedItToo kept up the pace, @DurexIndia did a live Q+A session with Pooja Bedi (@poojabeditweets). This was part of the attempt to rouse conversations around the topic of female sexuality. This session included discussions around how one can please their female partners, and about maintaining equality in the experience of the act – keeping it mutually maximum. The live session was preceded by buzz Tweets tagged with #OrgasmsDecodedwithPoojaBedi.

The engagement rate for @DurexIndia went up by 21% for certain posts. The campaign’s key idea, tagged as #OrgasmInequality, was the most associated keyword during the campaign – facilitating the purpose of engraving the idea in the minds of viewers.

The campaign gained more than 7 million impressions and 3 million video views. 

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