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<ul><li><keyword id="73803" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser">Reckitt Benckiser</keyword> Group’s Durex has been asking people to forget condoms on social media and the audience was confused. </li><li>Here is what the brand was trying to sell through its latest campaign. </li></ul>Sexual well-being brand Durex has been asking people to forget condoms on social media and we have been scratching our heads. <br />        <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />According to Durex’s Global Sex Survey conducted in 2017, the number one reason why people avoid using condoms is reduced enjoyment. <br /><br />So, the brand has come up with a solution for its audience. It has launched India’s thinnest condoms called ‘Durex invisible condoms.’ It talks about the product using an indirect metaphor in its film. As the couple drops each piece of cloth they are wearing, people around them disappear. What remains in the end is just their pleasure. The campaign is conceptualised by Havas Creative India.<br /><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />So thin that you will have to squint your eyes to see it: <br />  <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />How Kalki Koechlin unboxed the new product: <br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />What first felt like a mistake, was a smart strategy to announce a launch of its new product. <br /><br />The wellness brand created buzz around its product launch by engaging with people on social media and asking them about some of the reasons why they want to forget using condoms. Durex also on-boarded influencers like <keyword id="189215" type="PERSON" weightage="20" keywordseo="Vikrant-Massey">Vikrant Massey</keyword>, Bani J, Radhika Apte, Kalki Koechlin, Dolly Singh and Varun Sood. <br /><br />In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms. It started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solution for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap.<br />

Here is why Durex has been asking people to forget condoms

<br /><ul><li>In today's hyper-connected world, having a sound digital marketing strategy can help your brand grow by leaps and bounds.</li><li><keyword id="6303249" type="UNKNOWN" weightage="20" keywordseo="Agam-Chaudhary">Agam Chaudhary</keyword>, CMO, <keyword id="6303250" type="UNKNOWN" weightage="20" keywordseo="Digitalabs">Digitalabs</keyword> (A division of <keyword id="2911687" type="PERSON" weightage="20" keywordseo="Laqshya-Media-Group">Laqshya Media Group</keyword>) helps us understand a few things that marketers should take care of while working on <keyword id="2039693" type="PERSON" weightage="20" keywordseo="Digital-campaigns">digital campaigns</keyword>.</li></ul><strong>Marketing takes a day to learn and a lifetime to master- <keyword id="248225" type="PERSON" weightage="20" keywordseo="Philip-Kotler">Philip Kotler</keyword>, American marketing author</strong><br /><br />In the era of Yays Or Nays, digital marketing is the magic wand you need to make your business, flourish. There are no two ways about it. But if you don’t have a robust and thoughtful digital marketing strategy in place, it won’t yield any effective results. <br /><br />Now, to build an effective digital marketing strategy for your business, you need to understand 'what to do' and 'what not to do', even more. The best practices are constantly evolving in this field. You as a digital marketer should not only relish the latest trends but also carefully implement them to your business tactics, as and when needed. So, along with learning the opportunities, you need to learn about the pitfalls as well. <br /><br />The first and foremost step in grasping the trends and thus developing a cool strategy is to understand the fact, that not all content needs to be shared on all the social channels. Every social platform has its own set of audience. And they have their own set of expectations and demands. <br /><br /><br /><br /><em>(Source: The Pixel)</em><br /><br />Twitter is a platform for influencers/ people with strong opinions on trending topics whereas Facebook is more of a casual platform for mass. Instagram is a chick platform whereas LinkedIn is strictly professional. <br /><br />Let’s have a quick look at the chart for a clear understanding <br /><br /><table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Platform<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Demographics<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Best For<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Suitable Content-Type<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Downside<br /><br /></td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Facebook<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">310 million<br /><br /><br />India is the biggest user<br /><br /><br />Age: 15-55<br /><br /><br />Maximum Female<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Building brand loyalty<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Videos/ GIFs, curated content and long post formats<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;"><br /><br />Reach depends on budget and geographical targeting. <br /><br />Highly mixed and scattered. <br /><br /></td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Instagram<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">120 million<br /><br /><br />India is the 2nd largest user<br /><br /><br />Age: 16-35<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Lead generation for retail, art, lifestyle, food, entertainment, health, fitness and beauty businesses (B2C)<br /><br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">High-res photos, quotes, innovative stories, videos (short formats) and IGTV videos<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Images and videos only. Limited reach. Influencer-driven<br /><br /></td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">LinkedIn<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">71 million <br /><br /><br />India is the 2nd biggest user<br /><br /><br />Age: 25-55<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Business development and networking. B2B businesses <br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Job updates, company news, professional and informative content, blogs, features, long-format videos <br /><br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;"><br /><br />Fewer interactions and shareability <br /><br /></td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">YouTube <br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">265 million<br /><br /><br />India is the biggest user<br /><br /><br />All ages<br /><br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Brand launch, awareness and promotion. Service industry<br /><br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Videos (all formats), live streaming, bumper ads<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;"><br />Video only. Resource intensive <br /><br /></td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Twitter<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">18.9 million<br /><br /><br />India is the 3rd biggest user<br /><br /><br />Age: 18- 35<br /><br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">News, trends, discussions, tactical posting and PR<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">News, blog posts, features, polls, short-format videos, contests and GIFs<br /><br /></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">140 characters or less<br /><br /></td></tr></tbody></table><br /><em>(Source: Statista and Sprout Social)</em><br /><br />Once you decide on what to post and how to market on each social media platform, you need to focus on the craft of your content. <br /><br />To craft a bang-on campaign, you need to look for consumer insights and build the communication narrative accordingly. The communication (language + treatment + messaging) should directly hit their emotions. It should give consumers a solution to their problems. It should satiate their need. <br /><br />Remember, the #ComeTogether campaign by Durex? <br /><br /><a href="https://youtu.be/q74NsOsVIC4">https://youtu.be/q74NsOsVIC4</a> <br /><br />The campaign aimed at creating awareness about orgasm inequality by initiating a healthy and open conversation on culture and science behind the fact that 'sex is great when you #ComeTogether'.<br /><br />The insight behind the campaign:- As per the Global Sex Survey conducted by Durex in 2017, nearly 70% of women in India don’t orgasm every time they have sex.<br /><br />Durex leveraged organic engagement on tactical platforms like Twitter, Facebook and Instagram to conduct hashtag led conversations; involved female content creators, influencers, and advocates to convey the desired message effectively; and parallelly redirecting consumers from social channels to e-commerce platforms like Amazon to drive the sales of the inventory. <br /><br />The campaign was a big hit and garnered millions of views, huge engagement, high reach, killer impressions, and conversions. <br /><br />The overall campaign had 5 different hashtags and different phases.<br /><br />#OrgasmInequality<br /><br /><ul><li>Reach: 11 Mn+<br /></li><li>Impression: 24Mn+<br /></li><li>Engagement: 55,000+<br /></li><li>Users: 3000+<br /></li><li>Conversations: 7800+<br /></li></ul><br /> #IFakedItToo<br /><br /><ul><li>Reach: 4 Mn+<br /></li><li>Impression: 9 Mn+<br /></li><li>Engagement: 178000+<br /></li><li>Users: 800+<br /></li><li>Conversations: 3600+<br /></li></ul><br /> #FakeOrgasm<br /><br /><ul><li>Reach: 2 Mn+<br /></li><li>Impression: 4 Mn+<br /></li><li>Engagement: 185000+<br /></li><li>Users: 400+<br /></li><li>Conversations: 1300+<br /></li></ul>#OrgasmsDecodedWithPoojaBedi<br /><br /><ul><li>Reach: 2.5 Mn+<br /></li><li>Impression: 12 Mn+<br /></li><li>Engagement: 700+<br /></li><li>Users: 700+<br /></li><li>Conversations: 6000+</li></ul><br />#DurexMutualClimax<br /><br /><ul><li>Reach: 7.1 Mn+<br /></li><li>Impression: 30 Mn+<br /></li><li>Engagement: 1900+<br /></li><li>Users: 1900+<br /></li><li>Conversations: 14000+<br /></li></ul>Phases<br /><br />Phase 1: #OrgasmInequality - Durex India shared a statistic around Orgasm Inequality to ignite a debate around the same while roping in many female influencers<br /><br />Phase 2: #FakeOrgasm - Pooja Bedi addressed the issue and engaged the audience to make them share their personal stories and experiences<br /><br />Phase 3: #OrgasmsDecodedWithPoojaBedi, LIVE interaction with Pooja Bedi to validate the issue and t provide logical solutions<br /><br />Phase 4: #DurexMutualClimax - Finally, the product Launch - Durex Mutual Climax Condoms on social and e-commerce platforms <br /><br />To sum it up, I would like to suggest that to devise an impactful digital marketing strategy for your brand/ business, ask yourself a few questions<br /><br /><ul><li>What are your digital marketing objectives? </li><li>What digital platforms are your TG using? </li><li>What digital channels are your competitors using? </li><li>What kind of content you want to create for your brand?</li></ul>Last but not the least, follow a roadmap <br /><ul><li>Research and insight</li><li>Planning the communication</li><li>Crafting the campaign</li><li>Deciding on the social platforms and content formats</li><li>TG and geographical areas</li><li>Driving sales on e-commerce platforms</li></ul>Look for your business needs and objectives and don’t just follow the herd blindly!<br /><br /><strong><em>- This column has been authored by Agam Chaudhary, CMO, Digitalabs (A division of Laqshya Media Group).</em></strong><br /><br />

What (not) to do while devising a digital marketing strategy for your business

<ul><li>Reckitt’s Durex has launched its first-ever product innovation for the Indian market, thin flavored condoms.</li><li>It got around 12 influencers to spark conversations on social media about bedroom distancing to create interest around the launch of its new product and advertisement.</li><li>The brand is trying to expand its reach in Tier II and III markets with its latest innovation.</li><li>Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt talks to us about the campaign, larger marketing strategy that has helped Durex become one of the category leaders in less than six years, focus areas for H2 2021, and larger vision for the brand.</li></ul>When Reckitt’s Durex launches a new product in the market, it is hard to miss it because there’s a massive conversation on the social media universe involving multiple A-list influencers and celebrities. The brand knows how to build curiosity and hold consumers’ attention till the very end. Durex usually starts its campaign by giving its consumers a little sneak peek with a poster. To build on this buzz further, the brand shares some intriguing data points which encourage consumers to talk about their own stories. It is followed by a teaser, influencer collaboration, and finally the big reveal - the product advertisement. <br /><br />In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms and Invisible Condoms. For the former, it started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solutions for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap. For the second product launch, Durex’s Invisible Condoms, it used a counter-intuitive approach and asked consumers to forget condoms. The idea was to create interest around its thinnest condoms. <br /><br />For the launch of Thin Flavoured Condoms that come in Chocolate, Strawberry and Bubble gum, Durex followed a similar route. It divided its campaign into three legs: get people talking on social media about #EndBedroomDistancing, launch the TV spot that employs a metaphor to demonstrate how Durex Extra Thin Flavoured condoms can help end it and the third act of the campaign continues the conversation with memes and influencer posts. The campaign is conceptualised by <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>. <br /><br />The first leg of the campaign saw participation from celebrities and influencers like Harshvardhan Rane, Badshah, Abhijeet, Prateek Babar, with posts on their profiles wondering what’s bedroom distancing. Two days later, Durex announced India’s thinnest condoms. The same influencers also posted a second set of videos on their respective profiles, revealing what the buzz was all about, and then came the final commercial unveiling the product. <br /><br />        <div type="Youtube" id="10fRuRwzAMg" title="Durex Extra Thin Flavoured Condoms | #FeelTheFlavour" thumbUrl="https://i.ytimg.com/vi/10fRuRwzAMg/mqdefault.jpg"></div><br />According to Durex’s consumer survey, over 60% of condom sales in India are in the flavoured condoms category. However, it identified a gap: the focus in the category has primarily been on flavours and not on product innovation addressing intimacy issues faced by the consumers in this segment. And that’s how the idea of launching thin flavoured condoms was born. This is Durex’s first product which is primarily made for India. <br /><br />Sharing the insight behind the campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt said, “The objective of the campaign was to get everyone talking about it. This is the first time we have created an innovation specifically for the Indian market. To make people aware of this innovation, we decided to take the ‘classic Durex route’ -- create a campaign that could actually lead to a lot of conversation. The difference between Durex’s advertising and many other brands is that we put consumers at the heart of our marketing. Our campaigns always have something intriguing, which pulls the consumer in and this time, this whole notion was bedroom distancing. We take something that is topical, this time, unfortunately, it is the notion of social distancing and combine it with something unexpected, which is what leads to conversation. Reduction of distancing here is in with the promise of the product to bring both partners, physically and emotionally, closer.”<br /><br />Durex partnered with 12 influencers and celebrities to create buzz around its launch. It followed a simple filtering system: how popular is the influencer among its target audience, how well does their market image fit with Durex and how credibly will the influencer convey the message. It is due to the brand’s partnership with influencers that there’s a lot of chatter on social media around its campaign and Gandhi is hoping that this would translate into ROI and sales on the ground. <br /><br /><cmsannotation type="cmsannotation" annotationid="Becoming the second largest player in 6 years" text="Becoming the second largest player in 6 years"><span data-til="noop">Becoming the second largest player in 6 years</span></cmsannotation><br /><br />Condoms are still a hush-hush concept in India and condom marketing is an equally tricky business. So it is important for condom brands to create conversations that are risque and yet tasteful, and Durex has mastered it over the years. It is because of its strong marketing strategy that the brand has grown from strength to strength. Six years ago, when Reckitt launched Durex, it was competing against Manforce with a 32.4% market share, followed by Moods, Skore, Kamasutra and Kohinoor. In 2017, it onboarded Ranveer Singh to cater to India’s youth. In 2019 came its revolutionary campaign, Orgasm Equality and Durex started working on building an inclusive conversation in the category. With its Bees and the Birds campaign in 2020, Durex upped its marketing strategy by catering to adolescents through art and literature. When most brands in the category objectified women, Durex spent huge marketing dollars changing the narrative, targeting them and establishing itself as a brand that cares about making a difference. Its active moment marketing has also helped Durex stay on top of the mind. <br /><br />According to Neilsen, the condom category is dominated by Manforce with a 32.4% share in value, followed by Durex at 13.8%. <br /><br />So we asked Gandhi about what worked for the brand, it's larger marketing strategy and success mantra. He said, “The most important metric for us is, obviously, business results. We are very focused on ensuring that every marketing dollar that we spend gives us a return in terms of business results. The leading indicator for us is driving conversations, sentiment, reach, and frequency. Ultimately, we are looking at equity.”<br /><br />“Our marketing objective has always been to normalise talking about sex in India. Now, the challenge for us is how do we keep getting better,” added Gandhi. <br /><br />For the rest of 2021, Durex would be focusing on making its Thinnest Flavoured condoms more available in our country and working on campaigns that redefine pleasure<br /><br />“It is more than just a market share game for us. It is about shaping the category, we try to offer the unexpected to our consumers. While we are focused on business results, we believe results will come not just from market share but by redefining the category which is far more equal, inclusive and pleasurable. We want condoms to be something which is normal for everyone, something that is used for pleasure and not just for protection. Apart from that, making sure that our Thinnest flavoured condoms are available more and more is definitely a big focus area. The smaller towns are going to be a big focus area too. This innovation was created for the non-metros,” shared Gandhi.<br />

How Durex cleverly uses influencer marketing to trigger conversation around its new product launches

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>With two runners on and the fifth and deciding game&#xa0;of the American League Division Series&#xa0;tied in the bottom of the 7th inning, Jose Bautista crushed&#xa0;a Sam Dyson pitch into the upper deck of the Rogers Center to give the Jays a 6-3 lead.&#xa0;</p><p>In a postseason that's already had its fair share of absolutely monstrous home runs (looking at you, Yoenis Cespedes), none has been quite as important as Bautista's last night. Nor has any single home run caused so much outrage.</p><p>After Bautista went yard, he unleashed arguably the most triumphant bat flip you'll ever see. Take a look for yourself:</p><p><div></div></p><p class="embed-spacer">Unsurprisingly, a celebration like this caused serious outrage around the baseball world, as many players and spectators felt that Bautista's bat flip was unnecessary and unclassy. Here's Rangers pitcher Cole Hamels weighing in:</p><p class="embed-spacer"><div></div></p><p class="embed-spacer">Dyson, who surrendered the homer, <a href="https://twitter.com/barrysvrluga/status/654456347505913856">accused Bautista of disrespecting the game</a>.</p><p class="embed-spacer"><span>"Jose needs to calm that down, just kind of respect the game a little more," Dyson said after the game. "He's a huge role model for&#xa0;the younger generation that's coming up playing this game, and I mean he's doing stuff that kids do in Wiffle ball games&#xa0;and backyard baseball. It shouldn't be done."</span></p><p class="embed-spacer">Curt Schilling, on ESPN afterwards, said he understood Bautista's emotion but also said he hoped Bautista would be ready to get hit next season when the two teams faced each other.</p><p class="embed-spacer">Others felt that Bautista's celebration was totally deserved.</p><p class="embed-spacer"><div></div></p><p class="embed-spacer">Former Blue Jay Joe Carter seemed to have the most reasonable (if also biased) stance on the whole matter.</p><p class="embed-spacer"><div></div></p><p class="embed-spacer">Now remember, the Jays haven't been in the playoffs since 1994. They trailed 0-2 in the series, and in Game 5 they quickly fell behind 2-0. After Toronto rallied to tie the game, the Rangers took a controversial 3-2 lead in the top of the 7th, as Rougned Odour scored from third on the Unintentional Interference Rule: when Jays' catcher went to throw the ball back to the mound, it accidentally careened off Shin-Shoo Choo's bat and went dribbling down the third baseline. Odour raced home.</p><p class="embed-spacer">The umpires reviewed the play (and reviewed it again), and after they upheld the run Toronto fans started belting trash from the stands onto the field in protest. Had the Jays not rallied and the Rangers had held on to win, it would have been one of the more controversial clinching games in recent baseball playoff history.</p><p class="embed-spacer">Oh, and here's Joey Bats himself dropping the mic on the whole matter:</p><p class="embed-spacer"><div></div></p><p class="embed-spacer">&#xa0;</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/arod-money-alex-rodriguez-yankees-million-salary-baseball-birthday-highest-paid-2015-7">How Alex Rodriguez, the highest-paid player in MLB history, makes and spends his $400 million </a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="12bnVpdjqafkr6jq8nyPFapNVVttflrw" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Jose Bautista's series-winning home run celebration is causing a firestorm in baseball

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>If you're reading this, you probably care about the broader world of sports enough to have some sense of what happened in Toronto last night, specifically regarding Jose Bautista and his uproarious bat-flip.<p>(Or, you're my mom, in which case, hi, Mom and thanks for posting everything I write to your Facebook page!)</p><p>Anyway, Bautista. To recap: Bautista hits the single most important Toronto home run in the last 20 years to give the Jays a late lead in the deciding game of the ALDS. He hit the ball roughly 700 feet with an approximate exit velocity similar to Matt Damon's rocket&#xa0;ship at the end of&#xa0;<em>The Martian. </em>And then he celebrated with a bat flip that about <a href="http://www.businessinsider.com/jose-bautistas-bat-flip-reactions-2015-10">set&#xa0;the baseball world on fire.</a></p><p>Here's the play, in case you missed it:</p><p><div></div></p><p>You know how this goes: Bautista's celebration was disrespectful, too showy, not professional enough. It broke the unwritten rules of baseball, belongs in the backyard and not in the big leagues.</p><p>Now, imagine for a second that Odell Beckham Jr. played baseball.</p><p><div></div></p><p class="embed-spacer">Or any basketball or football player. Presumably they would&#xa0;celebrate pretty dang hard, maybe even flip a bat or two (Beckham Jr. would also&#xa0;probably figure out a way to injure himself flipping his bat, but that's neither here nor there).</p><p>The point is, we&#xa0;hear frequently about how baseball&#xa0;is supposedly dying, and although it's hard to feel that way this time of year, one of the reasons it's fallen so unquestionably far behind football and basketball&#xa0;is simply because, while the NBA and NFL (the players, I mean) have embraced the fact that sports are entertainment - that fans want to be entertained - baseball players continue to act&#xa0;like what they are doing - throwing and catching and hitting balls - is too important and too professional for any sort of celebration.</p><p>And I'm all for professionalism in sports. These leagues shouldn't turn into the WWE. But I'm also all for remembering that sports - even the biggest games - are&#xa0;inherently meaningless. The more fun the players are having, the more they are celebrating when they make big plays, the better it is for&#xa0;everyone.&#xa0;</p><p>So on the note of professionalism, here are my gambling picks for Week 6 of the NFL.</p><h3>Atlanta Falcons (-3.5) at New Orleans Saints</h3><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>If you get blown out by the Eagles, you aren't going to beat the Falcons.</p><p><strong>The pick: Falcons -3.5</strong></p><p>&#xa0;</p><h3>Denver Broncos (-4) at Cleveland Browns</h3><p>Check out the big arm on Josh McCown! 457 yards! Franchise record! Expect the&#xa0;Broncos defense to terrorize him on Sunday.</p><p><strong>The pick: Broncos -4</strong></p><p>&#xa0;</p><h3>Cincinnati Bengals (-3.5) at&#xa0;Buffalo Bills</h3><p>I believe in Andy Dalton!*</p><p>*(September-December.)</p><p><strong>The pick: Bengals -3.5</strong></p><p>&#xa0;</p><h3>Kansas City Chiefs (+4) at Minnesota Vikings</h3><p>I'd take the Vikings -4 even if the Chiefs hadn't just lost Jamaal Charles to a torn ACL.</p><p><strong>The pick: Vikings -4</strong></p><p>&#xa0;</p><h3>Houston Texans (-1) at Jacksonville Jaguars&#xa0;</h3><p>One of those AFC South showdowns that I'm almost certainly not going to watch.</p><p><strong>The pick: Jaguars +1</strong></p><p>&#xa0;</p><h3>Chicago Bears (+3) at Detroit Lions</h3><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>The Pouty Quarterback Bowl! Stafford's going to throw for 500 yards, just watch.</p><p><strong>The pick: Lions -3</strong></p><p>&#xa0;</p><h3>Washington Redskins (+6) at New York Jets</h3><p>A good defense at home against a shaky quarterback. One way or another, we'll know a lot more about whether either of these teams is actually for real.</p><p><strong>The pick: Jets -6</strong></p><p>&#xa0;</p><h3>Arizona Cardinals (-3) at Pittsburgh Steelers</h3><p>Carson Palmer has won 17 of his last 20 games as the Cardinals starter. That's pretty good!</p><p><strong>The pick: Cardinals -3</strong></p><p>&#xa0;</p><h3>Miami Dolphins (+2.5) at Tennessee Titans</h3><p>Dan Campbell's doing <a href="http://www.businessinsider.com/dolphins-coach-dan-campbell-odd-practice-methods-2015-10">crazy things</a> as head coach! I think the Dolphins win straight up.&#xa0;</p><p><strong>The pick: Dolphins +2.5</strong></p><p>&#xa0;</p><h3>Carolina Panthers (+7) at Seattle Seahawks</h3><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>Seattle&#xa0;reeling ... Carolina coming off a bye ... The Seahawks can't possibly fall to 2-4, can they?</p><p><strong>The pick: Seahawks -7</strong></p><p>&#xa0;</p><h3>San Diego Chargers (+10) at Green Bay Packers</h3><p>The Chargers are too banged up to compete at Lambeau Field.&#xa0;</p><p><strong>The pick: Packers -10</strong></p><p>&#xa0;</p><h3>Baltimore Ravens (-2.5) at San Francisco 49ers</h3><p>I'm done betting on Baltimore.</p><p><strong>The pick: 49ers +2.5</strong></p><p>&#xa0;</p><h3>New England Patriots (-7.5) at Indianapolis Colts</h3><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><p>I don't care what the Pats are saying about this "just being another game." They're putting up 50 here. (Full disclosure: I've picked the Patriots every week, and every week I've hoped that in picking them, I'll jinx them into a loss. So far they're totally un-jinxable, but I'm persistent.)&#xa0;</p><p><strong>The pick: Patriots -7.5</strong></p><p>&#xa0;</p><h3>New York Giants (+4) at Philadelphia Eagles</h3><p>As as Giants fan, I find this line nothing short of offensive. Did Vegas not&#xa0;<em>see&#xa0;</em>Eli Manning in the clutch?&#xa0;</p><p><strong>The pick: Giants +4</strong></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/nfl-players-biggest-financial-threat-sports-agents-ballers-2015-9">Sports agents reveal the biggest threat to an NFL player's financial success</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="0ydThmdzqyMdMdbz5XEITnnDNOs0Dn4W" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

You Searched For "ComeTogether" and got 5 results

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