Kala Khatta to Meetha Paan: Durex announces new flavored condoms
What's the story
In an attempt to disrupt the market of flavored condoms in India, Durex has launched four new varieties of condoms as part of a campaign wittily titled '#IshqKeLakhonRang'. Will Durex's bold foraying into unchartered waters break the supremacy of Manforce, the undisputed market leader in the flavored condom segment? Here's all you need to know.
Twitter Post
Durex wants you to live out your fantasies
India shared its fantasies.. Ab har fantasy hogi poori. Durex laya hai Kohinoor ke naye flavored condoms #IshqKeLakhonRang. Buy Now https://t.co/w6GlYrKnLO pic.twitter.com/kOSrQu3UCz
— Durex Kohinoor (@durex_kohinoor) April 3, 2018
Details
Each box of 10 condoms priced at Rs. 90
Introduced under the flagship of Durex Kohinoor, the new flavors - Meetha Pan, Kala Khatta, Silky Chocolate and Juicy Strawberry - have been developed keeping in mind the unique tastes and preferences of Indian users. Each box contains 10 condoms and is priced at Rs. 90. They are easily available on online as well as at retail stores across the country.
Twitter Post
Are you ready for role-playing? Durex is
India shared its fantasies.. Ab har fantasy hogi poori. Durex laya hai Kohinoor ke naye flavored condoms #IshqKeLakhonRang. Buy Now https://t.co/w6GlYrKnLO pic.twitter.com/U0cb4ya8MI
— Durex Kohinoor (@durex_kohinoor) April 3, 2018
The idea
Indians love variety, role-play in bed, says Durex
Prior to the launch, Durex did a market survey and found most Indians want to rev up their sex life, love variety and 38% specifically like to indulge in role-play. Thus, the idea of 'Ishq Ke Lakhon Rang' was conceived, to offer customers variety through different flavors. It is centered around role-play and what the Durex team likes to call "faithful promiscuity".
Marketing
Confessional videos, expert fielding queries, Durex did it all
True to its signature style, Durex came out with an innovative marketing strategy to publicize the new flavored range on Twitter. It posted a video series of Indians talking about their real-life sexcapades as part of '#MainAurMeriFantasy' campaign. Moreover, it brought in famous sexpert Dr Mahender Watsa, who addressed the sex problems of Twitter users through Durex's handle.
Twitter Post
Sexpert Dr. Mahender Watsa doing what he does best
Since the conversation around Indian fantasies is getting intense, we’ve got The Sexpert Dr. Mahender Watsa to help you out. #MainAurMeriFantasy pic.twitter.com/wjcZvKgyGt
— Durex India (@DurexIndia) April 2, 2018