Durex Ads have always been my favourite brand in aspects of creativity and communications. If you have observed Durex ads, you would notice that Durex is on a mission to prove to consumers that it is more than just a condom brand, as it looks to focus on “the emotional as well as the physical” aspects of sex. Also, what we love about Durex is that it has been continuously reinventing itself through its creative ads. So far as I notice it is the only brand which has been successful in talking about sex without objectifying women. It’s a witty print and online advertisements are smart, funny and do the job perfectly!
As part of my college assignment, I was asked to do an analysis of my favourite ad from any vertical. The first thought was and is been Durex. Durex never stops me surprising with its extraordinary contents with the global and local trending news and events. As we all just passed Pride month, many brands did their best to show their support. Hence, Durex too! This ad was on Durex India Instagram page. As part of queer community, I loved the content the way it begins with the text “These photos contain content that may appear offensive to the conservative and close-minded”. As always with its wittiness it not only promotes its brands, it also educates its audience.
The targeted audience of this particular ad has two different audience engagement. One the direct audience which is LGBTQIA+ people, secondly the indirect audience which is non-sensitive people who are conservative people. Like any other brands, Durex purpose of this ad was to have a queer-friendly brand identity. Today It has been a trend to be LGBTQIA+ supportive, but regardless of brand shenanigans what is important here is to see how it is communicating? Durex with it witty words it has served its purpose to bring change.
Durex by making this move confronts being part of the neo-feminist movement. Though the demographic target audience of Durex is 19-24 age group (mostly cisgender heterosexual male), this particular ad serves to celebrate love and it needs beyond its TA. If you see the cultural aspects of the ad it works in markets outside the designated target market.
It has been more than a year after section 377 was repealed in India. As we all know the law is not an answer for everything. Henceforth there is a win in the legal system for queer communities sexual and romantic relationship. But Indian society is still insensitive about this. Any ad campaign related to LGBTQIA+ community could be controversial, especially when it is directly about sex.
Durex ads have always been highly emotional quotient. Pride month was just another reason to show their empathetic stand for world’s change. Every two lines of pride quotes encourage conservationists to question their thoughts! Also, it gives immense support and love to the LGBTQIA+ community. If you see above Ads, you can notice as a Condom Brand, it doesn’t objectify sex or body in that matter. The simple illustrations talk about love.
Today the brands make wonders with their ads on social media. But there are very few who are capable of their intelligence for global communication. And Durex is one of them. It is not only about standing for a cause, but it is also how you stand for a cause. How you communicate your diverse audiences to be inclusive with the idea you sell. And I believe Durex is doing an extraordinary job with all its ads, where other brands can learn from it. And it will always be my favourite brand for effective creative advertisements.