Title | FEEL DEEP INSIDE |
Brand | RECKITT BENCKISER (INDIA) |
Product / Service | DUREX REALFEEL CONDOMS |
Category | B01. Posters |
Entrant | CREATIVELAND ASIA Mumbai , INDIA |
Entrant Company | CREATIVELAND ASIA Mumbai, INDIA |
Advertising Agency | CREATIVELAND ASIA Mumbai, INDIA |
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 |
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.
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.
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.
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.
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.