With new products and wacky campaigns, the brand has managed to make condoms a pull rather than a push product
Six years ago, Durex was almost invisible. In fact, it was so thin in presence that rivals, and consumers, thought that the world’s biggest condom brand was not even present in India. The Reckitt-owned brand had a dinky market share by volume: 1.4 percent. Compare this to the top five in the pecking order: Manforce had a thumping 32.4 percent; Moods cornered 12.7 percent; next came Skore with 10.3 percent; fourth was Kamasutra with 8.2 percent, and then stood Kohinoor with 7.4 percent. Durex looked petite in 2015.
Next year, Durex still remained almost invisible with 1.7 percent market share. A year later, in 2017, it launched ‘Jeans,’ and continued with its hiding act. A pack of two johnnies, endorsed by actor Ranveer Singh, was the slimmest pack rolled out by Reckitt. ‘The packet disappears in your jeans pocket’ was how the brand advertised it. The brand became the butt of jokes among its rivals. ‘It’s already invisible in the market, and now it disappears in your pocket’ was how the chief marketing officer of a rival brand mocked it. “Condoms in India,” he told this reporter then, “are sold by chemists. It’s a push, and not a pull, product.”
Unfazed, the spunky brand continued pushing its wacky campaigns, which helped it notch 2.8 percent market share in 2018. The following year, it launched a new product—Durex Mutual Climax—and rolled out a campaign talking about the epidemic of stigma around female sexuality. #OrgasmEquality started trending on social media. Reason: Durex engaged women. So far, condom brands depicted women as an object of desire in their advertisements. Sex was meant to be a ‘man’ thing, and women just happened to be a part of the act. In a first in India, Durex started changing the narrative by talking to, and about, women. “We launched Durex Mutual Climax to bridge the orgasm gap,” says Dilen Gandhi, regional marketing director, South Asia (Health & Nutrition), at Reckitt. Seventy percent of women, he points out, don’t orgasm during sex. Though the campaign became the talk of the town, the brand was still in the blind spot of its competitors. To them, it was still invisible.
Next year, in October 2020, Durex took its invisible act seriously and rolled out ‘Invisible’—the thinnest condom in India. The tagline read: ‘It's so thin that it’s almost invisible!’ The same year, it rolled out a bunch of quirky digital campaigns during the lockdown urging people to stay at home. ‘The longer you stay in, the better you perform’ read one of the creatives.