New Delhi, 16 March 2023.
Durex, the world’s #1 sexual wellbeing brand, launched Durex Real Feel,a first of its kind offering in the non-latex range of condoms. Real Feel is made of polyisoprene material which is softer than latex rubber and provides skin on skin feeling to partners. With this launch, the brand aims to intensify and enhance sexual encounters between couples by offering a natural “skin” like feeling, while being protected.
Durex’s consumer insights indicateNo. 1 reason for people stopping use of condom is lack of enjoyment. The rubbery feel of an ordinary condom takes away the pleasure of the moment.Durex Real Feel offers consumers the feeling of real skin that facilitates a raw and natural sexual experience in the bedroom. This launch is uniqueand made of India’s most advanced condom material,helpingconsumersstrengthenthe emotionaland physical connect with their partners.
Mr. Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt, said “As one of largest condom brands in India, Durex is constantly innovating and offers new unique products for couples. Durex Real Feel caters to the need forsex without condoms that many desireby providing real-skin feel without compromising on protection.The latest range of condoms created usingpolyisoprene rubber which is non-latex and softer than natural rubber latex to provide couples a more intimate and natural sexual experience.”
Bobby Pawar, chairman and chief creative officer, Havas Group Indiasaid “The sexual wellness market has always been evolving, and over the last few years we have seen a lot of new innovations specially in the condom category. For a market like India where the consumer prefers having unsafe sex rather than using a condom as it feels unreal and kills the feeling, we conceptualised the TVC which helps the people realise that Real Feel will help bring more enjoyment and feeling into their sexual experiences. As Real Feel is not just a regular condom it’s made from India’s most advanced material that imitates the Skin on Skin feeling.”
The new Durex Real-Feel TVC showcaseshow the product enhances consumer’s bedroom experiencewith a natural skin like feeling. Directed by renowned ad-filmmaker, Dibakar Banerjee, the latest TVC revolves around a couple enjoying a beach vacation and the switch from black&white to colour gradient portrays how Durex’s real feelbrings life to the couple’s mundane sexual experience.
Durex as a brand has constantly maintained a distinct positioning around ‘performance’, drawing from its legacy of technology led innovations, enabling couples to have a healthy sexual life, and helping people feel good about themselves and their partners. In India, Durex has also been focused on raising awareness on sexual health and wellbeing with its purpose program- ‘The Birds and Bees Talk’.
The newly launched Durex Real Feel are available in retail stores across India and e-commerce websites priced at INR 550 for a pack of 10 and INR 165 for a pack of 3.