Durex pushes for mutual climax, says when you start together you should finish together

Durex India has launched a new brand campaign through which it aims to create awareness about orgasm inequality. 

 

This follows a study conducted by the brand in 2017 which stated that nearly 70 per cent of women in India don’t orgasm every time they have sex. 

 

The film has been conceptualised by Havas Creative for Durex's product labelled 'Mutual Climax Condoms'. 

 

Pankaj Duhan, CMO, RB South Asia Health, said, “We are very excited about launching our latest innovation Mutual Climax condoms. Our ongoing campaign #ComeTogether along with this new solution aims to create awareness on the issue of orgasm inequality, thereby encouraging couples to have a discussion on the issue. With Mutual Climax, we want to empower couples and make equal pleasure and sexual equality a reality in India.”

 

Bobby Pawar, chairman and chief creative officer, Havas Group, said, “Orgasm is still considered as a tabooed topic in Indian society, to come up with a film talking contextually and visually of orgasms was no easy task and needed to walk a fine line. We have conceptualised the film keeping in mind the sensitivity around the topic, by creating a film in a fun and engaging style by using indirect metaphor. The idea behind the film was to create awareness and to build conversation around the topic. The driving force behind the campaign is the philosophy that sex and pleasure are great when equal, fair and mutual.”

 

CREDITS:

 

Agency: Havas Creative India

Chairman and CCO: Bobby Pawar    

General manager: Manas Lahiri                           

Creative director: Arjun Jetly              

Senior CD - art: Debanik Chaudhury

Associate creative director - art: Sanjay Chakraborty          

Executive planning director: Shubhrojyoti Roy

Digital strategist: Rohit Rajpal            

Vice president - films and production: Sugato Roy    

Associate vice president (account management): Shweta Raina   

Associate account director: Naman Puri      

Associate account director (digital): Eric Massey

Account manager (Always On): Divya Sharma

Senior copywriter (Always On): Arushi Singh

Creative director - art (Always On): Ranjan Verma

Production house: Bang Bang - India's International Production Company

Director: Dibakar Banerjee

Producers: Roopak Saluja and Kareena Dalal