Durex is known for its advertising campaigns and has been utilizing them since the early 1980s. Since then, they have used a variety of linguistic features, including words with two meanings, puns and wordplay, to communicate their messages. Their campaigns highlight the importance of content over advertising in driving purpose. Research conducted by Durex revealed that 46% of consumers are not confident when buying the right condom.
Durex Ads has always been known for its creative and witty commercials. Their experts have used Brand watch insights to create hundreds of ads tailored to their target audience. Durex understands that its target customers are people aged between 18 and 24, and the best way to target them is through creativity. The poster advert shown is a double marketing strategy. Given that Bollywood actor Ranveer Singh is their brand ambassador, the brand has leveraged his social appeal and influencer reach among their target audience.
The advert represents broadly two aspects – The Durex ad that talks about an ‘adventure’ and a simultaneous promotion for Ranveer Singh’s show episode with British adventurer Bear Grylls. The poster ad is a creative blend of brand marketing, social media promotions, and advertising. The episode follows Ranveer Singh as he and Bear Grylls try to find a rare flower in the Siberian wilderness. The show is about how celebrities accompany Bear through his adventures and days out in the wild.
The poster ad consists of an image that seems like a wilderness, which shows the path to an adventurous experience. The product is placed as a path the person chooses to take and explore, a very innovative way of describing what the product has to offer. The product is positioned as two options from which the audience can pick, and promises to provide two diverse affairs and adventures. This is an excellent promotional background for the Netflix shows Ranveer vs Wild with Bear Grylls.
Durex India has smartly used this scenario to imply a different meaning to add value to their product. They use it to show the audience what an absolute adventure would be like for them. It is a subtle representation of how such brands portray the need for pleasure differently through creative advertising. They use subtle imagery and humorous ads with simple messaging and silly puns to convey their message. Overall, the creativity of condom ads is highly influenced by the cultural background of the target audience.