Durex Kohinoor: Stay Faithfully Promiscuous

Shubhrojyoti Roy, Anish Dasgupta, Nima Namchu

Indian condom manufacturer Kohinoor re-launched under Durex with a new product portfolio to generate brand awareness.

Campaign details

Brand: Durex KohinoorBrand owner: Reckitt BenckiserLead agency: Havas Worldwide India Pvt. Ltd.Contributing agencies: Interactive AvenuesCountry: IndiaIndustries: Contraceptives, family planningMedia channels: Content marketing, Online video, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

Kohinoor was known in India for its extended pleasure portfolio and, being competitively priced, had a large footprint in the country. Durex acquired it in 2015 and wanted to re-launch it in 2018. The Kohinoor portfolio comprised of flavoured condoms – which are the highest selling product variants...

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