Campaign details

Brand: Reckitt Benckiser
Lead Agency: Interactive Avenues Pvt. Ltd.
Region: APAC

Strategy

Objective

In India, even to this day, most parents are not comfortable talking about sex with their children. There is a lack of credible sources of information on the subject and young Indians do not have many avenues to acquire the right information in the right context.

The social listening reports and Google Insights reveal that approximately, 9.1 million searches happen around 'sex', every month. Also, there is an equal amount of interest amongst both male as well as female audiences.

Understanding the critical role of awareness of safe sex, for the future growth of their products, Durex, the condom brand from the house of Reckitt Benckiser Group Plc, decided to provide a win-win solution.

The objective was to not only effect real change in the current situation by educating the youth about 'safer sex', but also create a larger behavioural shift in the Indian youth's perception of 'sex'.

Target Audience