Example India with infuencers Prateek
Babar and Elnaaz Norouzi
Posts on instagram before release.
Second video post after release. Thinest
New launches are very spoken about
involving A-list influencers.
Ads with influencers.
Adaptation to cultures
A gap was identified in India: the focus in
the category has primarily been on
flavours and not on product innovation
addressing intimacy issues faced by the
consumers in this segment.
The idea of launching thin flavoured
condoms was born: This is Durex’s first
product which is primarily made for India.
Over 60% of condom sales in India are in the
flavoured condoms category.
Topics and trends
Example: the notion of social distancing
and combining it with something
unexpected, which is what leads to