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Durex, the global condom brand known as much for its conversations about pleasure and contraception, as for its cheeky and risqué campaigns that challenge societal norms, has recently launched a teaser to yet another bold campaign.
In relationships, the challenge of maintaining a vibrant connection, especially in the bedroom, is all too common. Men often face the pressure to perform, which can diminish genuine enjoyment, while women may yearn for deeper emotional and physical engagement. This disconnect can lead to a cycle of dissatisfaction for both partners. Keeping this in mind, and based on the insight from a recent survey, which revealed that a staggering 74% of Indians confessed wanting to try something new to improve their sex life, Durex has unveiled its new campaign to address this need with "Explorers Wanted."
"Explorers Wanted" is intended as a call to action for couples to embark on a journey of discovery and passion. Durex is encouraging partners to become 'explorers' of each other's desires and fantasies, enhancing their intimacy through exploration. This initiative is cleverly teased through the metaphor of travel, inviting couples to explore 'secret destinations'—a euphemism for new experiences and adventures in their sexual relationships.
To amplify their message, Durex has partnered with popular influencers who are sharing their stories via Instagram, adding a personal touch to the campaign. Influencers like Saloni and Rahul of Unplannedby, Daizy and Ankit of Vogue Vanity, and Savi and Vid of Bruised Passports, are leading the charge, showcasing how couples can engage in this exciting exploration.
As the campaign unfolds, Durex is encouraging the public to stay engaged, follow the updates, and join the conversation on social media with the hashtag #ExplorersWanted.
Campaign’s take: It's refreshing to see the topic of sex becoming increasingly destigmatised in India, with a growing emphasis on mutual pleasure. Recent surveys indicate that Indian women now report having as many sexual partners as men, highlighting the shift towards greater equality in intimate relationships. The focus should remain on safe, mutual, consensual, and joyful intimacy. It's nice to see Durex play a role in facilitating this, serving both literally and figuratively as a lubricant for better sexual dynamics. Their use of travel as a metaphor in the campaign makes the message more accessible and engaging.
