Bollywood heartthrob, Ranveer Singh will be the brand ambassador of the newly launched, Durex Jeans.
Durex, the world’s #1 sexual well being brand after baffling everyone for last 48 hours with its announcements suggesting its entry into denims, unveiled “Durex Jeans”.
The new age condom, Durex Jeans is a lubricated, natural rubber latex condom, designed with latest technology for excellent results. The product will be packed in the world’s slimmest pocket pack making it almost invisible in the pocket of the owner. Targeted for youngsters and first timers in the age group of 18-25 years, the product aims to remove the awkwardness attached to the purchase of condom products. A pack of two Durex Jeans condoms will be priced at INR 25.
Speaking about the new product, Rohit Jindal, Marketing Director – RB India said “Youth is curious and experimental. Durex Jeans is an effort to have a conversation with them around safe sex. Our campaign purpose is to have fun with the category and induce conversation around the use of condoms. Our brand ambassador Ranveer Singh is youthful and adventurous youth icon and the perfect endorser of Durex. The pre-launch announcement with Ranveer has received an overwhelming response.
Durex Jeans aims to bridge the gap in the conversation around safe sex and establish itself as a youthful condom brand. The unique creative approach towards the name- Durex Jeans, packaging and availability of the product in a transparent jar at the pharmacist shop aims to break the invisible wall against the accessibility of condoms.
Ranveer has earlier associated with Durex for ‘Do The Rex’ and ‘Rex Talk’, both these campaigns have been immensely successful in promoting safe sex in India.