Rubber to Real Durex Launches Their First NonLatex Condoms


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Rubber to Real - Durex Launches Their First Non-Latex Condoms

  • Friday, March 17, 2023 4:00PM IST (10:30AM GMT)
New Delhi, Delhi, India:  
  • Durex Real Feel is made of polyisoprene material, which is softer than latex condoms
  • Durex realfeel material® makes it feel like natural skin.
  • Durex Real feel is India’s most advanced material condom^
  • Provides consumers a chance to connect with their partners more emotionally & physically
Durex, the world’s #1 sexual well-being brand, launched Durex Real Feel, a first of its kind offering in the non-latex range of condoms. Real Feel is made of polyisoprene material which is softer than latex rubber. Durex’s consumer insights indicate that the No. 1 reason for people stopping the use of condoms is lack of enjoyment. This launch is unique and made of India’s most advanced condom material.
Mr. Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt, said, “As one of largest condom brands in India, Durex is constantly innovating and offers new unique products for couples. The latest range of condoms created using polyisoprene rubber which is non-latex and softer than natural rubber latex to provide couples a more intimate and natural experience.”
Bobby Pawar, chairman and chief creative officer, Havas Group India said “The sexual wellness market has always been evolving, and over the last few years we have seen a lot of new innovations specially in the condom category. For a market like India where the consumer prefers having unsafe sex rather than using a condom, we conceptualised the TVC.”
The new Durex Real-Feel TVC showcases how the product enhances consumer’s experience. Directed by renowned ad-filmmaker, Dibakar Banerjee, the latest TVC revolves around a couple enjoying a beach vacation and the switch from black & white to colour gradient portrays how Durex’s real feel experience.
TVC Link:
Production House: Far Commercials
Creative Agency: Havas Worldwide
Director: Dibakar Banerjee
Music Composer: Mikey McCleary
Producer: Sonika Mody
Durex as a brand has constantly maintained a distinct positioning around ‘performance’, drawing from its legacy of technology led innovations, helping people feel good about themselves and their partners. In India, Durex has also been focused on raising awareness on sexual health and wellbeing with its purpose program- ‘The Birds and Bees Talk’.
The newly launched Durex Real Feel is available in retail stores across India and e-commerce websites priced at INR 550 for a pack of 10 and INR 165 for a pack of 3.

About Reckitt

Reckitt* is the global leading consumer health and hygiene company. Driven by a purpose to build healthier lives and happier homes, RB has operations in over 60 countries. From the foundations of wellness and infant nutrition to the fundamentals of a hygienic home, its global brands help people live healthier, happier lives. RB has world leading Power brands which include household names such as Dettol, Harpic, Lizol, Veet, Durex, Strepsils, Mortein, Vanish, Air Wick, Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Scholl, Clearasil, Finish, Calgon, Woolite. RB’s unique culture is at the heart of its success. Its drive to achieve, passion to outperform and commitment to quality and scientific excellence are manifested in the work of over 40,000 RB employees worldwide.

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*Reckitt is the trading name of Reckitt Benckiser group of companies.

^in comparison with natural rubber latex condoms
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