Taking into account, the recent restriction in the airing of condom commercials on television in India, where brands in the condom category are banned from showing ads from 6am to 10pm,  Durex has still managed to garner the attention of their consumers with a help of a smart digital marketing strategy.

According to a recent survey conducted by Durex condom, it was found that 95 percent of the Indians don't use condoms. Out of which, 41 percent cited the reason as 'Lack of feeling', 'feels like rubber' was the second reason and 22 percent of the participants felt using condoms 'reduces intimacy'.

Using this statistics, Durex strategized a well-thought out online marketing plan. From running polls to entertaining the audience, by tying up with online influencers like comedians Saurabh Pant, Sumukhi Suresh and others, Durex created maximum buzz during this time.

Banking on all the social media noise, Durex launched their latest product DurexAir in the market. It is being positioned as a product which will guarantee full satisfaction to people.

Here are 5 Smart Marketing Lessons to Learn from Durex condom: 

Durex is one of the most innovative player in the category and it never fails to entertain the audience with not only their advertisements, but also with their varied products.

1. Got a Bollywood Celebrity on Board

Actor Ranveer Singh was one of the first celebrities to endorse a condom brand. His quirky style and infectious enthusiasm connected extremely well with the audience.

2. Launched Sex-chat bot

Last year, Durex launched a chatbot called RexBot for people to have conversations around sex, which is still considered a tabooed topic in India. It was the first time that a condom brand launched a chatbot to market their product.

3. Rap Song

Durex was one of the first brands to launch a rap song titled #DoTheRex, when it got on board Ranveer Singh as the ambassador.

4. Marketing Gimmick

Last year, there were news all over that Durex is entering the Jeans market, it was only revealed later that the brand was talking about their product Durex Jeans meant for the Young generation- a condom that could easily fit inside the jeans. In 2016, the brand created similar buzz on social media for launching egg-plant flavoured condom, only to be revealed later that it was a gimmick before they launched their safe-sex emoji.

5. Prompt on Social Media

Durex never misses a single opportunity to connect with their audience on social media, be it festivals or during special days, the brand always attempts to stay at the top of every consumer's mind. Recently, when actor Salman Khan tweeted about having found a girl in his life, the brand was one of the first ones to congratulate him. They were also the first ones to wish the celebrity star couple Anushka Sharma and Virat Kohli on their wedding.

 

According to reports, the condom market is approximately Rs 800 crores and is being dominated by Manforce with a 32 percent share, followed by Moods at 12 percent, Skore at 10 percent, Kamasutra at 8 percent, Kohinoor at 7-8 percent and Durex at around 2-3 percent. It will be interesting to see, if these marketing strategies of the brand can help them to improve their market share and can drive growth in sales.

(The above story first appeared on LatestLY on Mar 08, 2018 02:32 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).