Global Challenge 2022 – Case 1

Despite all efforts of inculcating the use of Condoms in India, the penetration for the form of
contraception remains abysmally low. 'Female sterilization' contributes the highest as the form of
contraception today & a large chunk aren't using any form of contraception. This is a major cause of
concern – with women undergoing risky procedures to risking STIs/ pregnancy or not using any
method at all just citing discomfort as a reason.

Based on our own consumer research, Durex has identified that the no. 1 reason for resisting
condoms as a contraception is the 'dislike for a barrier ' in India. Durex by continuously innovating its
products has tackled this resistance with unique offerings each year to increase 'pleasure'. While
Durex cracked the model for innovation, it further challenged the category by creating a new 360
degree model for communication including the build-up to a campaign via education & inclusion of
relevant category codes contrary to traditional players leveraging extremely sensual TVCs.

However, this category continues to remain a 'taboo' topic of discussion. The category penetration is
low in the country due to strong social and structural barriers as well as advertising regulations.

Despite all barriers ranging from media restrictions to the complex nature of advertising differently,
Durex has successfully driven open conversations in moving from protection to pleasure with its
premium range of condoms. The latest clutter breaking innovations include Intense, Mutual climax,
Invisible to state a few, thus fulfilling the underserved and moreover - unrealized needs of
consumers. Our pathbreaking work on Social platforms via moment marketing campaigns, celebrity
led conversations, D2C platform for safe and discreet buying etc has enabled the brand to grow and
become No. 2 brand in the category.
Durex condoms currently includes the following in its portfolio:

Mid – Range Premium Base Premium Super Premium

Durex 3s/10s Durex 3s/10s Durex 3s/10s Durex 3s/10s

MRP50/150 MRP 82/245 MRP 120/360 MRP 143/440

Durex is now seeing a lot of imitation of its strategies by key competition. In a category where
innovations are replicable - competition has started mirroring Durex’s product innovations and
communication models. The brand now needs its next unique clutter-breaking comms and
consumer-connect strategy as a pillar for hyper-growth, which sets it apart from competition and
sets it up for future growth.

Partner with us to think beyond traditional marketing methods to chart out the way Durex speaks to
audiences (not just limited to millennials such as yourself) with an all-new comms model - by
identifying what’s premium condom consumers want or identifying pillars basis best-practices by
competition to help grow the segment. Please bear in mind the following:

• A campaign idea so versatile, that it can be activated across all channels – both emerging (such
as creator-economies, metaverse) & traditional (TVC, radio, print)
• Focus on bringing back relevance by activating the base range
• Ensure Durex brand codes of being premium, non-objectifiable, witty are adhered to
• Show the growth trajectory with each initiative over a period of 3 years
• Developing the model with relevant investment assumptions leading to 2X business