Durex India introduces #D20 on social media with smirks

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No, we are not talking about dungeons and dragons, with World Twenty20 is in action and all eyes are fixated on the matches. Since we are playing host, this time, Durex India seized the opportunity and didn’t let moment marketing get out of hands with their latest #D20 creative posts that earned chucklesome reactions on digital platforms.

Ahead of the game, like always Durex India played smart and rolled out a set of images looping around their brand to get the audience’s attention. The campaign stumped the netizens and set an example for other brands to follow with not just a pinch but a completely different flavour of wittiness.

After ‘covering’ social media with emojis in November and #DurexLoveBox for Valentines day, the brand unwrapped #D20 campaign a little late with satire.

We haven’t started our #T20 campaign yet, because we love coming late. #D20

Posted by Durex India on Wednesday, March 9, 2016

From ‘Going down the pitch’, ‘Bouncers’ to ‘Leg Glance’ – #D20 proved to be ‘banging’ across social media platforms.

Unlike #T20 cricket, in #D20 the batsman loves facing bouncers throughout the match. #D20Dictionary

The creatives used in the campaign are extremely brainy and appaling that deserve giggles and good-hearted laughs.

Posted by Durex India on Thursday, March 10, 2016

One Leg Glance can completely change the course of the game in #D20 #D20Dictionary

Posted by Durex India on Friday, March 11, 2016

As in cricket, even in #D20 Obstructing The Field is a punishable offence. #D20Dictionary #IndvsNZ #T20

Posted by Durex India on Tuesday, March 15, 2016

“Baby, do you want me to go down the pitch?” #D20Dictionary #D20

Posted by Durex India on Wednesday, March 16, 2016

The mastermind behind this head-turning idea is iContract, the campaign targetted the naughty kids of social media during the ICC Twenty20 era and a reason to celebrate the same.

Carrying forward the legacy

Durex literally owns the sarcastic pun-oriented content trend on social media. The brand has always managed to convey a message without using words that would be downright rejected on social media platforms.

Words like dating and sex tend to not gt approved on Facebook as boost ads.

Sometimes a bump on the road can be a good thing. Enjoy the ride, buy: http://bit.ly/1HFECGd

Posted by Durex India on Thursday, November 27, 2014

The brand has also mastered the art with print ads and OOH banners.

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Well planned social media campaigns 

The veteran condom brand has focussed on making sex a non-taboo topic in India through its social campaigns. Durex’s #DoTheRex with heartthrob, Ranveer Singh encouraged Indian youth to speak about sex openly and use protection.

The T-20 campaign manages to bank on the cricket fervor while retaining their brand voice and strategy across social channels.


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