Sexual wellness brand Durex has launched a new campaign for Durex Intense, its latest offering in the condom category.
With this launch, the brand is focusing on improving a woman’s sexual journey through increased stimulation, for a more intense experience.
The Durex Intense #Intensegasm campaign spotlights female “half gasmas” to highlight a woman’s additional needs. The new #MakeitIntense TV commercial supporting the launch highlights the need for extra stimulation in a woman’s sexual journey to make her experience more intense.
The extent of the stimulation is showcased in the ad by the couple exiting a plane mid-flight. The impact of Desirex gel is evidenced by the formation of ice crystals on the woman’s body to highlight the cooling sensation. The TVC ends with a “Wow” to convey an intense experience.
Dilen Gandhi, Regional Marketing Manager, South Asia – Health & Nutrition, Reckitt, said: “As the second largest condom brand in India today, Durex is constantly innovating, pushing the boundaries to recognize the gaps in sexual relationships. and creating solutions to address them. Durex Intense is organized with ribbing, dots and a unique cooling gel that enhances stimulation during sex, making the experience more intense for both woman and partner. We are convinced that Intense will help women have an intense experience.
Bobby Pawar, President and Chief Creative Officer of Havas Group India, said, “It’s always a pleasure to be associated with a progressive brand like Durex that puts the female experience first. A true champion of gender equality, Durex champions bold and relevant conversations and we at Havas India are pleased to be partners in this groundbreaking journey.”
He added: “Durex’s new #MakeItIntense film ties in with Havas’ meaningful philosophy that we drive mind-shifting creations through bold messages. The thrill of an experience intense is beautifully showcased in this film and revels in the power of great sex every time Durex Intense condoms are used.”
Watch the commercial here: