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Durex launches “Intense” condoms to fill the lack of sexual stimulation in women
Posted on April 13, 2022
- Durex Intense contains ribs, dots and a unique gel for added stimulus for an intense experience
- More than 50% of women think their sexual experience can be more intense
- Durex Intense launches 360 degree campaign – #Intensegasm
Durex, the world’s #1 sexual wellness brand, has launched Durex Intense, its new offering in the condom category. Intense contains a unique stimulating gel – Desirex Gel, which acts as a cooling agent and enhances women’s stimulation to make their experience more intense. Stimulating gel condoms with ridges and dots add a tingling sensation to help increase sensitivity and heighten the experience. With this launch, the brand is focusing on improving a woman’s sexual journey through increased stimulation, for a more intense experience.
Durex Intense’s #Intensegasm campaign spotlights female “half-gasms” to highlight a woman’s additional needs. Durex consumer insights indicate that over 50% of women believe their experience can be more intense. New Durex Intense aims to bridge that gap by providing a cooling or tingling sensation for women to take their sexual experiences from good to great.
Mr. Dilen Gandhi, Regional Marketing Manager, South Asia – Health & Nutrition, Reckitt, said “As the second largest condom brand in India today, Durex is constantly innovating, pushing boundaries to recognize gaps in sexual relationships and creating solutions to address them. Durex Intense is organized with ribs, dots and a unique cooling gel that enhances stimulation during sex, making the experience more intense for both the woman and her partner.We are convinced that Intense will help women have an intense experience.
The new #MakeitIntense TVC supporting the launch highlights the need for extra stimulation in a woman’s sexual journey to make her experience more intense. The magnitude of the stimulation is cleverly showcased in the ad by the couple exiting a plane mid-flight. The impact of Desirex gel is evidenced by the formation of ice crystals on the woman’s body to highlight the cooling sensation. The TVC ends with a “Wow” to convey an intense experience.
Bobby Pawar, President and Chief Creative Officer, Havas Group India, said, “It’s always a pleasure to be associated with a progressive brand like Durex that puts the female experience first. A true champion of gender equality, Durex champions bold and relevant conversations and we at Havas India are pleased to be partners in this groundbreaking journey. Durex’s new #MakeItIntense film aligns with Havas’ Meaningful (Difference, Brands and Conversations) philosophy where we drive creations that cause mind-shifting through bold messaging. The thrill of an intense experience is beautifully showcased in this film and revel in the power of great sex every time Durex Intense condoms are used.”
Durex as a brand has consistently maintained a distinct positioning around ‘performance’, drawing inspiration from its heritage of technological innovations, enabling couples to enjoy healthy sex lives and helping people feel good about themselves. and in that of their partners. In India, Durex has also focused on raising awareness of sexual health and wellbeing with its purposeful program ‘The Birds and Bees Talk’.
The newly launched Durex Intense condoms are available in retail stores across India and on e-commerce sites at the price of INR 440 for a 10-pack and INR 143 for a 3-pack.