Capturing the essence that a close fit makes all the difference, Durex Close Fit offers supreme comfort, allowing couples to enjoy a satisfying experience that deepens both emotional and physical connection. As condom penetration in India lingers at just 9.5%1, Durex aims to tackle the barrier that condoms reduce pleasure and intimacy. The latest first-of-its kind innovation, Durex Close Fit provides consumers the perfect balance between increased pleasure and reliable 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. 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.”
Durex as a brand has constantly maintained a distinct positioning around ‘intimacy’ and ‘performance’, drawing from its legacy of technology led innovations, helping people feel good about themselves and their partners. In India, Durex has also been focused on raising awareness on sexual health and wellbeing with its purpose program- ‘The Birds and Bees Talk’.
Durex Close Fit condoms are now available at retail stores across India and on leading e-commerce websites, priced at INR 181 for a pack of 3 condoms and at INR 599 for a pack of 10 condoms
Link to the TVC: https://www.youtube.com/watch?v=oux3Ld_i8mo
Agency Credits:
Creative Agency- Havas Worldwide
Chief Creative Officer- Anupama Ramaswamy
Production house- Far Commercials
Producer- Sonika Mody
Director- Luzian Schlatter
Music- The Jamroom
