Pioneering Moment Marketing model in India
Creative director: Amish Dash Sabharwal
Do you follow Durex on Instagram?
Chances are, you don’t—and if marketers like us are skipping their feed, it’s likely the general public is too. That was the challenge Amishdash Sabharwal, Creative Director, faced—increasing visibility for a brand associated with a taboo product.
Amish didn't just succeed; he changed the game. Today, Durex's social media strategy is the gold standard, frequently referenced by brand managers in their agency briefs
What worked ?
Leveraging Humor to Break Taboos:
Discussing a topic as sensitive as sexual health carries risks, especially in conservative settings. Durex adopted a humorous approach, using wit to address and normalize conversations about sex and intimacy, making the subject accessible and engaging for a broad audience
Real Time Marketing /Trendjacking
Amish & Team Pioneered the 'RTM' Moments model- another name for fluid moments.
It takes a certain kind of discipline to build a brand like Durex where you have to always be switched on (no puns intended).
Durex as a brand, strategically filters moments based on audience affinity and conversation volumes. While there are numerous trends, Durex has a robust social listening engine that keeps pruning the noise to filter out the most relevant moments to its consumers.
Impact
- Even if you are not following Durex on their social handles , their posts came to your social feeds
- From invisible to visible: Durex became the second biggest condom brand in India by value
- Durex rose to secure a 14% market share and climbed to the number two spot in India
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