Durex, the sexual wellbeing brand, has launched ‘Durex Intense’, its newest offering in the condoms category.
As per the company, the product contains a unique stimulant gel - Desirex Gel, that acts as a cooling agent and enhances stimulation for women to make her experience more intense.
Durex Intense’s campaign #Intensegasm throws light on female ‘half-gasms’ to highlight the additional needs of a woman. Durex’s consumer insights indicate that more than 50% of women feel their experience can be more intense. The new product is focused on bridging this gap by providing cooling or tingling sensation for women to make their sexual experiences go from good to great.
Dilen Gandhi, Regional Marketing Director, South Asia – Health and Nutrition, Reckitt, said “As the second-largest condom brand in India today, Durex is consistently innovating, pushing boundaries to recognise gaps in sexual relationships, and creating solutions to address them. Durex Intense is curated with ribs, dots and a unique cooling gel that enhances stimulation during sex making the experience more intense for the woman and her partner. We are positive that Intense will help women achieve an intense experience.”
The new #MakeitIntense TVC supporting the launch highlights the need for added stimulation in a woman’s sexual journey to make her experience more intense. The magnitude of the stimulation is smartly showcased in the ad by the couple dropping out of an airplane mid-air.
The impact of Desirex gel is brought out through ice like crystals being formed on the woman’s body to highlight the cooling sensation. The TVC ends with her going “Wow” to convey an intense experience.
Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, said, “It is always a delight to be associated with a progressive brand like Durex that puts female experience at the forefront. A true flagbearer of gender equality, Durex is championing bold and relevant conversations and we at Havas India are glad to be partners of this revolutionary journey. The new #MakeItIntense film by Durex is in alignment with Havas’ Meaningful (Difference, Brands and Conversations) philosophy where we drive creatives that bring about a change in mindsets through bold messaging. The thrill of a intense experience is brought out beautifully in this film and revels in the power of great sex every time one uses Durex Intense condoms.”
Director: Bobby Pawar
Creative Agency: Havas Group India