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Durex, one of the world’s leading condom brands, has launched the Durex Close Fit Invisible Condom, marking India’s debut of close-fit thin condoms. This innovative product is designed to offer a snug, ultra-thin fit that enhances intimacy and sensation without compromising on protection.
Emphasising that a close fit can make a significant difference, the Durex Close Fit condom promises superior comfort and a heightened sensory experience. The introduction of this product aims to address the prevalent issue of condom penetration in India, which stands at just 9.5%. Many potential users believe that condoms diminish pleasure and intimacy. Durex Close Fit seeks to counter this perception by balancing increased pleasure with reliable protection.
Kanika Kalra, Regional Marketing Director, Health, Reckitt - South Asia, stated, “Durex is renowned for pushing boundaries and continuously innovating to meet the evolving needs of today’s consumers. With condom penetration in India at a mere 9.5%, a major challenge is the belief that condoms reduce sensation and intimacy. At Reckitt, we are dedicated to overcoming this challenge and promoting wellbeing through cutting-edge solutions. Durex Close Fit is a groundbreaking product that redefines the sexual experience, allowing couples to enjoy more pleasurable, intimate moments while ensuring protection.”
The launch campaign, created by Havas Worldwide India, features a film that highlights the special sensation of a perfect fit. Employing an avant-garde storytelling style, the film transports viewers into a tactile world where intimacy and sensation are heightened. Using metaphors from swimming, athletics, and dance, the film illustrates how a close fit can significantly enhance pleasure, embodying the tagline, ‘A close fit makes all the difference.’
Anupama Ramaswamy, Joint MD & Chief Creative Officer at Havas Worldwide India, commented, “Durex has always stood out with its focus on ‘intimacy’ and ‘performance,’ driven by a legacy of technology-led innovations. To showcase the Durex Close Fit Invisible Condom, our film adopts a new narrative style that pushes the boundaries of storytelling and visualisation, creating a memorable impact.”
Durex has consistently maintained a unique position around intimacy and performance, supported by its technological advancements. In India, the brand has also been active in promoting sexual health and wellbeing through its ‘The Birds and Bees Talk’ programme.
