On the occasion of World Breast Cancer Day, Durex has unveiled a new campaign titled 'The Other G-Spot', aimed at driving awareness around early detection and prevention of breast cancer. Through this initiative, the brand seeks to extend its ongoing conversations around intimacy and protection into the domain of women’s health and self-care.
As informed by the brand, the campaign introduces the idea of another ‘G-Spot’ — not referring to Grafenberg but to the mammary glands, where most breast cancers begin. Using its signature tone of boldness and intimacy, the campaign encourages women to perform regular self-examinations, while promoting clinical screening and timely check-ups.
According to data cited by the brand, one woman in India is diagnosed with breast cancer every four minutes, yet awareness and practice of self-examination remain low, with only 18% of women knowing how to perform one, and 5.7% having ever done it. Through this initiative, Durex aims to normalize conversations around prevention and self-checks, positioning them as an act of self-love and confidence.
The digital film at the center of the campaign opens with a woman saying, “I found a new G-Spot, and I can’t wait to show you,” before revealing a shift from pleasure to protection — the ‘G-Spot’ referring to the self-check spot for breast health. It concludes with the message: “This Breast Cancer Awareness Month, find your other G-Spot. Check yourself.”
The campaign also includes an interactive social media activation, where users can message Durex with the phrase 'THE OTHER G-SPOT' to receive a private video guide on how to conduct a breast self-exam. The video uses the familiar language of pleasure to teach self-care in an empowering and approachable way, aiming to make early detection feel less clinical and more personal.
Speaking about the campaign, Kanika Kalra, Regional Marketing Director, Health, Reckitt South Asia, said, “At Durex, we are dedicated to creating platforms that spark open and honest conversations around women’s health and well-being. This campaign, centered around self-care and early detection, is a testament to our belief that confidence and awareness go hand in hand, extending well beyond intimacy. We deeply appreciate the advocates, partners, and voices who have contributed to making this movement both impactful and empowering. Together, we hope to inspire every woman to prioritize her health and recognize that prevention is as vital as pleasure.”
As informed by the brand, “The Other G-Spot” campaign extends Durex’s long-standing commitment to redefining protection — from conversations that normalize pleasure to those that promote health and awareness.
Watch the Campaign video:
