Havas Worldwide India launches the Durex Jeans Pocket Pack starring Ranveer Singh

Durex has launched a youth focused condom product, Durex Jeans, with a campaign featuring Bollywood actor and youth icon Ranveer Singh. The campaign created by Havas Worldwide India is targeted at youngsters and first timers in the age group of 18-25 years. It aims to remove the awkwardness attached to the purchase of condom products by highlighting the world’s slimmest pocket pack of Durex Jeans, making it almost invisible in the pocket of the owner.

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Speaking about the new TVC, Rohit Jindal, Marketing Director – RB India said, “Durex is a young and adventurous brand. We believe in introducing market relevant innovations. Durex Jeans is the world’s slimmest pocket pack making it almost invisible in the pocket of the owner. The subtly branded, pouch placed in a transparent jar, enables the easy purchase of the product. The positioning effortlessly makes an immediate connect with youth. We are glad that Ranveer Singh came on board with us for this initiative. He is a perfect endorser for a youth oriented product. We will continue to introduce freshness in the category with such exciting campaigns.”

Explaining the idea behind the new campaign, Nima Namchu, Chief Creative Officer – Havas Worldwide India said “This is an excellent creative idea. It has already been successfully adapted by the brand in many countries. And it has been very well received everywhere. Durex India adopted an integrated approach in the true sense of the word – the client, an integrated creative team copywriters, digital creatives, art directors, PR executives and the media agency working intensely as one tight unit to make the launch of Durex Jeans a resounding success.”

The launch campaign was preceded by a teaser phase that kept the fans quizzed about the entry of Durex into the jeans category. Singh last week took to twitter to make the announcement and also posted a teaser video about the campaign. Many popular Bollywood celebs and social media influencers joined the bandwagon by posting interesting comments on twitter and facebook.

Durex is known for their edgy TVC’s and the tradition has been kept on with the launch of Durex Jeans featuring Singh. The TVC opens with Singh sitting on a yellow Swiss ball in his room wearing jeans and a T shirt. Singh is then seen cutting a roll tape with his teeth, a table being shaken by him. The film cuts to Singh sitting on the roof, shaking it. He then takes a roll tape and cuts it. The camera moves into the kitchen where he is seen shaking the kitchen slab. He is now seen sitting in a bathtub, shaking it and hears a door bell. Singh opens the door to find a young woman who is bending to pick up things fallen from her bag. A couple of Durex Jeans Pocket pack of condoms are lying on the floor, the girl puts Durex Jeans in her back pocket which further gets morphed exactly like the packaging. The camera cuts from inside the house where we see Durex Jeans condoms taped on the wall. The TVC talks about Durex Jeans Pocket Pack which is the slimmest condom pack of India that fits in every pocket so that you are ready for love anywhere, anytime.

Credits –

Music Director: Samiruddin