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<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. 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. 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>. 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. <div type="Youtube" id="10fRuRwzAMg" title="Durex Extra Thin Flavoured Condoms | #FeelTheFlavour" thumbUrl="https://i.ytimg.com/vi/10fRuRwzAMg/mqdefault.jpg"></div> 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. 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.” 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. <cmsannotation type="cmsannotation" annotationid="Becoming the second largest player in 6 years" text="Becoming the second largest player in 6 years">Becoming the second largest player in 6 years</cmsannotation> 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. According to Neilsen, the condom category is dominated by Manforce with a 32.4% share in value, followed by Durex at 13.8%. 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.” “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. 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 “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.

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

<ul><li>Pee Safe recently announced its female condom Domina. </li><li>While the product is yet to hit the market, Domina has fired a direct shot at its rival Durex for its latest post on The Queen’s Gambit. </li></ul>On this World AIDS Day, Pee Safe announced its first female condom brand named Domina. While the product hasn’t hit the market yet, Pee Safe has smartly started building a voice on social media. In its first-ever social media post after the launch announcement, Pee Safe’s Domina took a dig at its rival Durex. Not very subtly, after Durex posted its creative take on the popular TV series that everyone’s talking about today -- The Queen’s Gambit, Pee Safe tweaked the same creative to remind the world that Queens can wear a condom, too! <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Durex’s post reminded its audience to ‘check’ to make sure they have their guards on before they ‘mate.’ Pee Safe fired back by using Durex’s format as is but with a witty tagline that was a direct dig at Durex. It read, “Prepared to not check, mate” as one doesn’t need to worry about wearing the condom in spur of the moment. Domina can be worn up to 8 hours and it is ‘specially designed for uninterrupted pleasure.’ Pee Safe has tried to make conversation around sexuality and menstruation more inclusive with its social media campaign. In the past, it has represented period blood in its true colour in an industry that still represents period blood with a clinical blue liquid. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> It was also the first brand in India to include <a href="https://www.businessinsider.in/advertising/brands/article/rahosafe-is-the-first-brand-in-india-to-feature-a-man-participating-in-a-conversation-around-menstruation/articleshow/78369807.cms">men </a>in conversation about menstruation. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> What is Domina Domina, pronounced Daw-mina, is Pee Safe’s latest product that is an amalgamation of Condom and Vagina. It aims to target women who ‘don’t like to wait for what they want.’ <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> According to Technavio, the APAC region is set to be the fastest-growing region for female condoms with India and China being the driving forces. The global market size for this product category is approximately 800 million. Pee Safe’s Domina has already started communicating with its consumers to build some buzz around its launch, the product will hit the market in January in 2021.

Shots have been fired! Pee Safe takes a hilarious dig at Durex by reversing gender roles

<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>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 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. 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. 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. (Source: The Pixel) 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. Let’s have a quick look at the chart for a clear understanding <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 </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 </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 </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 </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 </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 </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 India is the biggest user Age: 15-55 Maximum Female </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 </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 </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;"> Reach depends on budget and geographical targeting. Highly mixed and scattered. </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 </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 India is the 2nd largest user Age: 16-35 </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) </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 </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 </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 </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 India is the 2nd biggest user Age: 25-55 </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 </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 </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;"> Fewer interactions and shareability </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 </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 India is the biggest user All ages </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 </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 </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;"> Video only. Resource intensive </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 </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 India is the 3rd biggest user Age: 18- 35 </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 </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 </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 </td></tr></tbody></table> (Source: Statista and Sprout Social) 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. 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. Remember, the #ComeTogether campaign by Durex? <a href="https://youtu.be/q74NsOsVIC4">https://youtu.be/q74NsOsVIC4</a> 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'. 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. 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. The campaign was a big hit and garnered millions of views, huge engagement, high reach, killer impressions, and conversions. The overall campaign had 5 different hashtags and different phases. #OrgasmInequality <ul><li>Reach: 11 Mn+ </li><li>Impression: 24Mn+ </li><li>Engagement: 55,000+ </li><li>Users: 3000+ </li><li>Conversations: 7800+ </li></ul> #IFakedItToo <ul><li>Reach: 4 Mn+ </li><li>Impression: 9 Mn+ </li><li>Engagement: 178000+ </li><li>Users: 800+ </li><li>Conversations: 3600+ </li></ul> #FakeOrgasm <ul><li>Reach: 2 Mn+ </li><li>Impression: 4 Mn+ </li><li>Engagement: 185000+ </li><li>Users: 400+ </li><li>Conversations: 1300+ </li></ul>#OrgasmsDecodedWithPoojaBedi <ul><li>Reach: 2.5 Mn+ </li><li>Impression: 12 Mn+ </li><li>Engagement: 700+ </li><li>Users: 700+ </li><li>Conversations: 6000+</li></ul> #DurexMutualClimax <ul><li>Reach: 7.1 Mn+ </li><li>Impression: 30 Mn+ </li><li>Engagement: 1900+ </li><li>Users: 1900+ </li><li>Conversations: 14000+ </li></ul>Phases Phase 1: #OrgasmInequality - Durex India shared a statistic around Orgasm Inequality to ignite a debate around the same while roping in many female influencers Phase 2: #FakeOrgasm - Pooja Bedi addressed the issue and engaged the audience to make them share their personal stories and experiences Phase 3: #OrgasmsDecodedWithPoojaBedi, LIVE interaction with Pooja Bedi to validate the issue and t provide logical solutions Phase 4: #DurexMutualClimax - Finally, the product Launch - Durex Mutual Climax Condoms on social and e-commerce platforms 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 <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 <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! - This column has been authored by Agam Chaudhary, CMO, Digitalabs (A division of Laqshya Media Group).

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

<ul><li>Durex has made its entry into the category by launching three <keyword id="8315647" type="UNKNOWN" weightage="20" keywordseo="flavored-condoms">flavored condoms</keyword> - Bubblegum, Wild Berries and Vanilla Popsicle</li><li>The brand got social media influencers talking about a Durex survey that had found out that 74% people want to try something new in bed</li><li>Durex has planned a 360 degree campaign to support its launch</li><li>The brand, which has been seeing a healthy growth, is confident that the launch will help it further increase its reach and appeal to consumers</li></ul> When it comes to coming up with innovative, industry-first products, Durex from <keyword id="73803" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser">Reckitt Benckiser</keyword> Group’s stable has been at the forefront. However, it is only now that the brand is entering a segment that most of its competitors are already present in – the flavored condoms segment. In May this year, Durex started a conversation around women’s orgasm and how 70% of women in India don’t orgasm every time during sex. It started a massive conversation on the social media universe with celebrities and influencers joining in. It was a well thought-out campaign that was building up for the launch of its product, Durex Mutual Climax Condoms. For the launch of its three new flavored condoms, Bubblegum, Wild Berries and Vanilla Popsicle, the brand did something similar. It got popular faces like Kenny Sebastian and <keyword id="21659" type="PERSON" weightage="20" keywordseo="anusha-dandekar">Anusha Dandekar</keyword> to talk about the fact that close to 74% people in India want to try out something new in bed. Along with hosting a chat show that was led by Dandekar, the brand has also come up with a digital campaign and will soon launch some video content around the theme. Why venture into flavors? While Durex is one of the most well-known condom brands across the globe, it is surprising that it took so much time to enter the category where most of its competitors are already present. However, for <keyword id="6467266" type="UNKNOWN" weightage="20" keywordseo="Pankaj-Duhan">Pankaj Duhan</keyword>, Chief Marketing Officer, RB Health South Asia, being a late entrant is hardly a concern. “Durex is a very well-known brand, it's a thought leader, it starts conversations and draws a lot of people into the category. In today’s category construct, almost 65% of the category is in flavors and Durex hasn’t played meaningfully in that category segment. So it was logical for us to enter the segment. However, we wanted to launch it in the unique, distinctive way that Durex does without necessarily following the market. So in a category which is full of chocolates and vanillas, we have launched three very different flavors. We have tested it on consumers and the reception has been very positive,” says Duhan. While Durex plays on the premium side of the spectrum, with this launch, the brand is trying to expand its reach. “Our products like Durex Air or Mutual Climax are priced at Rs 200 and Rs 300 respectively for a pack of 10 condoms. However, with this launch, we want to broaden Durex’s appeal, its access and take the brand deeper and make it significantly bigger than what it already is. Therefore, we are pricing these products at Rs 150 for a pack of 10 condoms,” he adds. The anticipated growth Duhan is confident that with its entry into the category, Durex will be able to significantly speed up its growth. Currently, the brand occupies around 12% of the market. “In the past few years, we have succeeded in increasing our market share by 50%. And simply because of the way our past trajectory of success has been, we are actually looking for this new launch to significantly step change versus the past success,” explains Duhan. The brand is looking at going beyond the metros and increasing its presence in smaller cities too.” We are looking at going deeper, both from a conversation and media outreach perspective as well as from a distribution point of view,” he adds. Durex’s marketing strategy He further adds that in terms of marketing, the brand will look at a 360 degree strategy. While he refuses to share the investments that will be made towards pushing the product in the market, he adds that the brand will go all out. “We will go the whole hog on this and money won’t really be a constraining factor,” he shares. He also adds that the campaign will be given a push on digital because that’s the platform where they can have two-way conversations with their consumers. “Our aim is to be able to reach out to our audience and have two-way conversations with them. Therefore the old way of <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> only on TV hardly works. The way we have actually gone about some of our recent campaigns have given us substantial business results and is a testament to the fact that when you engage with the consumers, you get them interested and get them to talk to you which is a fantastic way to move forward because there is nothing better than engaging the consumer and having a conversation with them,” he adds. While digital will play a major role in talking about the campaign, the brand will use a 360 degree approach and use TV and OTT channels for its campaign too.

Durex is trying to broaden its appeal and access with its entry into the flavored condoms segment

<ul><li>As <keyword id="2796952" type="PERSON" weightage="20" keywordseo="Manforce-Condoms">Manforce Condoms</keyword> launches its latest campaign, we take a look at the brand’s communication journey and dissect its marketing strategy on different mediums. </li><li><keyword id="4921166" type="PERSON" weightage="20" keywordseo="rajeev-juneja">Rajeev Juneja</keyword>, CEO, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> walks us through this journey and speaks about the challenges faced by a condom brand in India, its increasing focus on becoming a socially-responsible brand, goal to increase its market share to 50% and overall marketing strategy. </li></ul>Commercial condom market has witnessed a huge change in its style of communication. From talking about birth control in late 90s to the act of lovemaking in early 2000 to engaging in safe sex, it has come quite far. In the last three years, sexual wellness giant Manforce Condoms has shifted its communication strategy to try to position itself as a socially-responsible brand. It took the internet by storm in 2017 for its campaign #ShutThePhoneUp, which aimed at driving awareness about the risks associated with recording one’s private moments on the phone. <div type="Youtube" id="WpHVkc3LmJM" title="Manforce- Shut The Phone Up" thumbUrl="https://i.ytimg.com/vi/WpHVkc3LmJM/mqdefault.jpg"></div> And now, Manforce Condoms has launched another campaign with a social message. This time, the sexual wellness brand is talking about curbing the rise in child pornography. <div type="Youtube" id="LyqXjGdWmtM" title="Manforce | Choti Gudiya | #ProtectChildhood" thumbUrl="https://i.ytimg.com/vi/LyqXjGdWmtM/mqdefault.jpg"></div> Titled #ProtectChildhood, the campaign wants to give a message to all parents to be vigilant, keep a check on their kids and try to look for truth beyond what they see. According to India Child Protection Fund (ICPF), there has been an alarming rise in the demand of child pornography since the lockdown. A leading pornography website also revealed that traffic from India has increased by 95% as compared to the average traffic pre-COVID. As per another report submitted to the National Crime Records Bureau (NCRB), there were more than 25,000 cases of suspected child pornography. Speaking about why the brand decided to work on this campaign, Rajeev Juneja, CEO, Mankind Pharma, said, “Children are naive and vulnerable and they need to be monitored 24X7, it is the responsibility of the parents to keep their childhood intact. In the lockdown, children have started spending more time on the internet, especially with the new normal of online classes during the Covid-19 pandemic.” After Manforce Condoms came across the research study, it wanted to reach out to as many parents as it can. Juneja added, “For us, responsibility towards society comes first. So, we wanted to inform and make parents aware of the sharp rise in the content of child pornography and give a strong message to #ProtectChildhood. Through our campaign we request and urge parents to not leave their children unattended and have complete control over their online activities. They should have regular conversations and build a friendly relationship with their children, and keep them informed of the current situation. While the internet has many positives, it does have a dark side, and it's the responsibility of the parents to not leave their children unsupervised.” Manforce Condoms’ marketing strategy Most ads in the commercial condom category focus more on the sex appeal and pleasure of sexual attraction. But sex is still a taboo in India and condoms brands can start a conversation to bring about change and erase the stigma around it. There are so many topics that Indians feel uncomfortable discussing such as women enjoying sex, sex toys, social issues related to sex such as early pregnancy, abortion, etc. With ShutThePhoneUp and #ProtectChildhood, Manforce Condoms did talk about something very important. However, Juneja says that the brand is just getting started and it intends to strengthen its position as a responsible condom brand. He said, “As a responsible brand in the category, we believe in spreading the message of safe sex, safety can be from numerous things within this space. Our #ShutThePhoneUp series helps reach the right audience and give out a strong message on how to keep themselves protected and be aware of their surroundings. We intend to add more wings in this basket of communication and spread awareness.” Manforce Condoms uses every opportunity it can to connect with its consumers. Last year, it even explored movie marketing with Luka Chuppi. On why Luka Chuppi was the perfect fit for the brand, Juneja said, “Manforce indulges in movie marketing when the association is lucrative and the brand manages to garner significant engagement. The brand associated itself with Luka Chuppi<a href="https://en.wikipedia.org/wiki/Luka_Chuppi"> </a>as an official collaboration, resulting in embedded marketing as well as social media promotions and we got a chance to break the stereotypes, weave narratives and put forth content that is rich in quality. It was a seamless integration in the story line and yet served as a reminder to our audiences.” <div type="Youtube" id="pvtr718bf4c" title="Manforce Condoms | Luka Chuppi | Maddock Films | Kartik Aaryan, Kriti Sanon" thumbUrl="https://i.ytimg.com/vi/pvtr718bf4c/mqdefault.jpg"></div> It even played a prank on its consumers once by announcing a fake launch of an absurd desi Achari flavour and went viral. “Manforce Achari was a Prank launch meant to increase our page engagement and traction which it very well did. Our audience was left in splits after this post. Truly Indians prefer the desi twist in their flavours,” said Juneja. When it comes to social media, Manforce Condoms is known for its moment marketing. Today, consumers are addicted to social media platforms and they live in the moment. Juneja said that it's very important for the brand to catch the attention in that time span and they never miss an opportunity to maintain regular engagement with its audience. From cricket updates to Google changing its logo, Manforce Condoms has tried to latch onto every moment that breaks the internet. It continues to thrive on this model. “Social media has been a great platform for us to engage with our consumers, with the scope of narrow targeting we can connect with the right consumer with demographic, geographic &amp; interests,” said Juneja. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Its brand endorser <keyword id="836886" type="PERSON" weightage="20" keywordseo="Sunny-Leone">Sunny Leone</keyword> has also helped the brand carve a niche in the market and increase brand recall rate. “Almost all our Main Product Ads with Sunny Leone have always managed to give us a phenomenal response across all media,” said Juneja. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Challenges of communicating in the commercial condom market It is not easy to operate in a market that needs more awareness but has the most restrictions. As a condom brand, you always have to find the thin line between sleazy and sensual. So, in a society, where there are numerous restrictions, Manforce Condoms has learnt to play safe over the years. Speaking about the media restrictions, Juneja said, “Restrictions continue on traditional channels be it TV or OOH as well in digital space. However, there are few platforms that have helped us a lot to connect with our consumers, specially youth. The platforms are social media, in-film integration &amp; Airport Branding. Airport Branding in the major metros have high traffic influx thus giving us required eyeballs. This media choice has worked positively for the brand.” “Over the time, we have changed our creative look and feel by using subtle and sober images but yet suggestive in terms of their message. A lot of tweaking has been done in terms of film production. We try to ensure there is less ‘skin show’ and more focus on the message. Thin line between lovemaking and vulgarity is very sensitive, we are really cautious and critical of the creatives that go out in the media. The key is to keep the portfolio strong and be relevant to your audiences in terms of the communication strategy. We have learned to operate well in the given restrictions,” added Juneja. Growth story of Manforce Condoms During the lockdown, e-commerce platform Snapdeal saw a 30% increase in the sale of condoms driven by demand from non-metros. More people started ordering condoms online. As a result, Manforce Condoms also saw an uptick in the initial period. “The sales of condoms did see a boom with everyone stocking up in advance. However, with the unanticipated nationwide lockdown that continued for the next two months, there was a drop in sales but not due to the decrease in demand, but mainly because of the temporary supply challenges,” shared Juneja. With life coming back to normal, and the government easing the lockdown, condoms are witnessing a steady sale. Adding on how the revival period has brought cheer for the brand, Juneja said, “The numbers have been fluctuating since the lockdown, however its temporary owing to basic restrictions and apprehensions that the pandemic has brought about amongst individuals. The nation had come to a standstill with the lockdown. Now each one of us is getting accustomed to the new normal and adapting ourselves back to routine and regular lifestyle, the brand is witnessing a steady growth in sales. In the month of August, unlike the category and rest of the brands, we have seen 2% positive growth and spike in Market Share going up to approximately 32%.” Mankind Pharma’s Manforce Condoms is the largest seller in the category. As per IQVIA Consumer Health Retail Audit Data – MAT, Manforce Condoms had a 32% market share in August 2020, followed by Kamasutra at 9%, Skore and Durex at 7%, along with the local brands. By closely engaging with its consumers and continuing to spread awareness around safe sex, Manforce Condoms intends to increase its market share. “We intend to increase our MS and reach the 50% mark by 2022-23, all our strategies are aligned in this direction,” said Juneja. Rural India contributes approximately 30% to the total Rs 1500 crore condom category and Manforce Condoms’ Pan, Banana, Jasmine flavors are a hit in rural areas. “There is indeed a wide scope of expansion in rural India. Manforce has worked on the bottom to top pyramid approach with the strongest distribution network of stockiest and wholesalers. Our brand endorser, Sunny Leone also gives us better connect due to her popularity amongst the masses,” said Juneja. However, with power comes responsibility and therefore, Manforce Condoms is trying to move towards becoming a more responsible brand everyday. Juneja said, “Manforce being a leading brand in the category has a larger responsibility in addressing relevant issues related to safe sex with an appeal to enthusiastic lovers to have protected sex. It is very much important to educate the people about the benefits of using condoms while having sex, as it helps to protect them from having AIDS and other serious diseases and also it helps in controlling population.”

Manforce Condoms aims to capture 50% market share by 2023

<ul><li>Ad &amp; Media Insider in partnership with <keyword id="1959531" type="COMPANY" weightage="20" keywordseo="Wattpad">Wattpad</keyword>, hosted a 2-part webinar where we brought industry experts to discuss what makes this generation different from others before them, how marketers need to approach them differently, if they want to become a part of their lives.</li><li>The panel was moderated by <keyword id="2998892" type="PERSON" weightage="20" keywordseo="Pooja-Jauhari">Pooja Jauhari</keyword>, CEO, <keyword id="2951846" type="COMPANY" weightage="20" keywordseo="The-Glitch">The Glitch</keyword> and had <keyword id="138476" type="PERSON" weightage="20" keywordseo="Mohit-Joshi">Mohit Joshi</keyword>, CEO, Havas Media Group, <keyword id="10210068" type="PERSON" weightage="20" keywordseo="archana-tiwari-nayudu">Archana Tiwari-Nayudu</keyword>, Director - Content &amp; Communications, upGrad, <keyword id="4970814" type="PERSON" weightage="20" keywordseo="Vikas-Bagaria">Vikas Bagaria</keyword>, Founder, Pee Safe and <keyword id="3747310" type="COMPANY" weightage="20" keywordseo="devashish-sharma">Devashish Sharma</keyword>, Country Manager, Wattpad India as panelists.</li></ul>GenZ, the tech-savvy, digital native generation that is often blamed for having an attention span which is even lesser than that of a goldfish, is also a difficult target group to decode, from a marketing perspective. GenZs are visibly different from previous generations of consumers. True they have shorter attention spans but if they feel a particular kind of content resonates with them, they will stick around, even if it is long-form content. They are also on the lookout for brands that go above and beyond just selling their products. They instantly connect with brands that they feel are socially and environmentally conscious. To find out more about this often difficult-to-please consumer set, Ad &amp; Media Insider in partnership with Wattpad, hosted a 2-part webinar where we brought industry experts to discuss what makes this generation different from others before them, how marketers need to approach them differently, if they want to become a part of their lives. The panel also discussed the role good storytelling plays in ensuring that GenZers like a particular brand. The panel was moderated by Pooja Jauhari, CEO, The Glitch and had Mohit Joshi, CEO, Havas Media Group, Archana Tiwari-Nayudu, Director - Content &amp; Communications, upGrad, Vikas Bagaria, Founder, Pee Safe and Devashish Sharma, Country Manager, Wattpad India as panelists. Millennials vs GenZ – The key differentiators The conversation started with charting out the major differences between GenZ and the preceding generation, Millennials. The textbook definitions of these two generations are anyone born between 1981 and 1996 (ages 23 to 39 in 2020) are millennials whereas people born between 1996 and 2012 are categorized as GenZ. Explaining what he thinks defines GenZ and differentiates them from millennials and other generations before them, Sharma said, “What differentiates GenZ from previous generations is that they are digital and mobile native, they are great at creating content and they are also people who genuinely want to connect on social causes.” Adding to Sharma’s opinion, Joshi said, “GenZ is socially conscious but also very ruthless. When it comes to choosing a brand, they go beyond the functional benefits and look for the social benefits. And you have to be really fast when talking to them because their attention span is abysmal.” “This is a generation that believes in being real and bold,” added Tiwari-Nayudu. On how stories are an important part of engaging with this audience, Sharma said, “Memes to movies, stories can link brands to culture. While in the past, brand jingles used to help consumers connect with brands and build a recall, today things are different. Today memes do the same job. What has changed is, jingles used to be a one-way communication whereas memes are much more participative and that’s what GenZ is looking for,” added Sharma. The importance of consistency in customer experience For this generation, the kind of experience they get while talking to a brand is very important. Therefore, customer and brand experience becomes an important factor when it comes to this set of audience rooting for a brand. Sharing his thought, Bagaria said, “This is a generation that is looking for a solution and not just a product. This is also a generation that is vocal. They will talk to you and they will tell you what they want and the more you talk to them and give them solutions and information, the more they will stick to you.” Relevance and meaningfulness is important for GenZ added Joshi. “If you want to build a brand for this younger generation, it has to be built in alignment with their values and beliefs,” he added. Joshi also gave the example of recent campaigns Havas Media Group had done for Durex including ‘Mutual Climax’ and ‘Durex Jeans’. “These campaigns happened because we listened to the brand’s consumers and created a narrative around that. Today it is all about creating a product which this generation wants. For them, engaging with a product doesn’t make sense unless it’s been made for them. Therefore, successful marketers have to build a product bottoms up,” elaborated Joshi. “Listening to consumers on every touchpoint is extremely important,” added Jauhari. Throwing some light on how a marketer’s approach towards crafting communication is also changing today, Tiwari-Nayudu added, “I am very happy to see that today, everybody is thinking of a pull model rather than a push model. In the pull model, storytelling is at the core of everything you do. You have to connect with the audience in a way that it is immersive and engaging because you want the audience to be a part of your storytelling." Authenticity in storytelling upGrad recently came up with a campaign that showed people in an office kissing a donkey. The campaign took the phase, kissing ass literally and created a campaign around it. And the ad went viral, owing to both the novelty of the story and the way it was told and also because a lot of people related to it. “When we were working on the idea, we had several rounds of discussion to understand how to go about it. We wanted to be real and authentic. What we came up with resonated with the audience. SOo it is very important that you use a language that your audience understands and tell it in a way that they relate to it because they want real stuff,” shared Tiwari-Nayudu. The conversation also steered towards ‘Causevertising’, which is a term used for brands who create communications around a cause. When asked if GenZ believes in cause-vertising, Joshi said, “For GenZ, cause-vertising is a bad word. They are aware of everything so you can’t really fool them. They will see right through you. At Havas, we have come up with a notion of meaningfulness and there are 3 parts to it. When consumers look at a brand, they look at its functional benefits, that is, what are the basic functions of the product. They look at the personal benefits, which means they see how it is helping them personally. Then thirdly, and this is the most important one for GenZ, they look at the collective benefits.” Giving a recent example, Joshi spoke about Baba ka Dhaba and how that initiative was all about meaningfulness. “Once the conversation started, Swiggy and Zomato got into it and added Baba ka Dhaba to their platforms. That’s something that GenZ considers meaningful. It wasn’t cause-vertising but it was meaningful advertising. They are asking what are you as a brand doing for the industry and the community? They also want to see what you’re doing and if you are able to convince them about your authenticity, they will buy your product. In fact, they are ready to pay more for products that have higher collective benefits,” explained Joshi. Bagaria also shone the light on the importance of creating products by listening to your consumers. “Ours is a brand that is by GenZ and for GenZ. We have come up with so many products just by listening to this young generation. Therefore, it is very important to take a bottoms up approach. Listen to your consumers and then create your products. If you do that much, you won’t need to advertise. Your products will sell automatically,” he said. On what a marketer should focus on in the future to be able to connect with this set of audience, Sharma said, “User-generated content is something that works well for GenZ and that is something marketers should look at. Today, its not just about targeting a direct audience but also about giving a push to these creators through whose content you can unlock newer audiences.” Watch the full conversation here: <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div>

You Searched For "durex marketing campaigns" and got 6 results

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Durex is trying to broaden its appeal and access with its entry into the flavored condoms segment

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