FEEL DEEP INSIDE

TitleFEEL DEEP INSIDE
ClientRECKITT BENCKISER (INDIA)
Product / ServiceDUREX REALFEEL CONDOMS
CategoryB01. Posters
EntrantCREATIVELAND ASIA Mumbai , INDIA
Entrant Company CREATIVELAND ASIA Mumbai, INDIA
Advertising Agency CREATIVELAND ASIA Mumbai, INDIA

Brief Explanation

Task: Durex had just launched its Realfeel condom range as a part of its new philosophy ‘love sex’. Realfeel eliminated the lack of sensation people felt when they used ordinary condoms, a problem that has been attributed historically to the low consumption of condoms, especially amongst the younger target audience.

The Brief

Durex is the largest makers of condoms in the world. And in India, it is the most premium brand available. Durex is known as an innovator in the category, launching a range of products in the sexual health and pleasure category.

Results

The awareness of Durex Realfeel condoms has been on the rise with every passing month after the launch. In a marketplace that's cluttered with semi-nudity and sexual innuendo in its communication, these posters were seen as a refreshing change. It also helped strengthen the position of Durex as a premium sexual health brand.

How the final design was conceived

The idea was to visually represent and exaggerate that with Realfeel condoms one can feel the sensation really deep – in the heart, in the gut and the mind. Beyond everything anybody else can claim. Condom advertising in india has been historically using explicit content to sell its ware. With Durex Realfeel posters, the effort was also to communicate the benefit of the product without having to resort to ‘indecent’ content. The idea was also to develop a whole new design language in the category that did not follow category codes.

Indication of how successful the outcome was in the market

The awareness of Durex Realfeel condoms has been on the rise with every passing month after the launch. In a marketplace that's cluttered with semi-nudity and sexual innuendo in its communication, these posters were seen as a refreshing change. It also helped strengthen the position of Durex as a premium sexual health brand.

Credits

Name Company Position
Sajan Raj Kurup Creativeland Asia Pvt.Ltd Creative Chairman
Anu Joseph Creativeland Asia Pvt.Ltd Executive Creative Director
Sajan Raj Kurup Creativeland Asia Pvt.Ltd Copywriter
Anu Joseph Creativeland Asia Pvt.Ltd Copywriter
Rruta Naik Creativeland Asia Pvt.Ltd Design Director
Krzysztof Hrycak No Label 3D Render