The document proposes creating two brand ambassadors for Durex to promote sexual wellbeing in India. The ambassadors, called The Going Girl and The Cuddly Guy, would represent modern Indian youth. They would write a weekly newspaper column and be active on social media to normalize conversation around sex. This would help develop Durex's presence in the emerging sexual wellbeing category while resonating with and starting conversations among youth.

2. Devansh Doshi
Indian Institute of Foreign Trade
4th Trimester, MBA (IB)

3. The big idea! That will help build the sexual well being category
As they say that marketing to the youth is all about capturing the state of mind. The big idea is to create two brand
ambassadors for Durex that will be a reflection of todays youth and their lives, habits, complexities, worries, and aspirations
Meet the
Going Girl
 She is from Odisha and currently works
with an NGO in Bangalore. She travels to
villages to conduct workshops on sex
education.
 She is bold and open to talk about sex.
 She is in a stable relationship.
 She is not conventionally beautiful and
represents the new age ambitious girl.
 She got interested in Kamasutra and now
wants to bring back the time when sex
wasn’t a taboo in India.
Meet the
Cuddly Guy
 He is from Jaipur and working in IT at
Mumbai. He wants to be an entrepreneur.
 He is one of the new age metrosexual
men who spends on cosmetics and cloths.
This way he is trying to be attractive and
comfortable with his body.
 He has his own philosophy on sex and
reads about the culture of sex in India and
other countries.
 He is currently trying for a girl.
 He is totally into Hollywood and follows
football.
Once connected with the youth, these will then serve as brand ambassadors for Durex and help the brand in
all future promotions, online and offline, to develop the sexual well being category in India.
The idea is to make these two personalities write a weekly column
in Hindustan Times where they will share their experiences and
thoughts on the topic of sex.
Besides these personalities will be active on social networking sites
Twitter and Facebook. They will share their life events and thoughts.
Creative hashtags will be used to discuss their views on sex.

4. The Personality Description
Life
•24 years old from Odisha
•Works for an NGO in Bangalore
•Travels to villages and small towns to conduct
workshops on sex education
•In a stable relationship since five years
Physical
Attributes
•Wheatish complexion and 5’3’’ tall
•Not thin, has some flab around the waist
Attitude
towards
Sex
•Likes adult jokes
•Talks about sexual health and hygiene
•Reads Kamasutra and believes in sexual wellbeing
•Comfortable with her body & thinks she is sexy
Values and
Beliefs
•Wants to bring back the time when sex wasn’t a
taboo in India
•Believes in traditional Indian beauty products
•Stresses on gender equality
•Attached to family
Habits and
Interests
•Loves reading and listening to music
•Loves understanding culture of places she travels
•Drinks alcohol but is against smoking
Life
•26 years old from Jaipur
•Works for an IT company in Mumbai
•Wants to be an entrepreneur
•Was single throughout and now trying for a girl
Physical
Attributes
•Brownish complexion and 5’7’’ tall
•Not that well build, has some bulging belly
Attitude
towards
Sex
•Likes alluding to sex
•Talks about sexual health and hygiene
•Has his own philosophy on sex and reads about
culture of sex in India and other countries
•Tries to be comfortable with his body by yoga
Values and
Beliefs
•Hates discrimination against women
•Believes in God but not in ritualism
•Attached to family
Habits and
Interests
•Is metrosexual and spends on cosmetics and cloths
•Is absent minded and slightly goofy
•Loves Hollywood and Football
•Drinks alcohol but is against smoking
The Going Girl The Cuddly Guy

5. The Conversation on Print and Digital
Newspaper Column Content
Social Media
•About what she reads in Kamasutra and its implication on
sexual well being
•About the culture and sex education workshop experience
of the places she travels
The Going Girl
• About his philosophy on sex that it is biological,
pleasurable, and a part of overall well being
• About what he reads on culture of sex in India and
other countries
The Cuddly Guy
•Updates that encourages the youth to be
sexually comfortable with their body and
their quest for the same
#MyHotBody
•Cheesy pick up lines that show they are open
talking about sex in a fun way
#HotLine
•Updates that challenge the conventional
society opinions on sex
#SoWhat
•Updates that will talk about India’s past
culture of sex
#LiberalPast
 Both will talk about their lives that will reflect their personality as
designed. Talking only about sex will lead to follower fatigue.
 They will also promote Durex by posing as loyal consumers of the
brand
 They will be active promoters of the future campaigns of Durex
 The following hashtags will be used while talking about sex:
Demonstration
of their
Accounts
The following Twitter accounts, created by
me, will give an idea about the personalities
The Going Girl: click here @DGoingGirl
The Cuddly Guy: click here @DCuddlyGuy
Even though the youth reading patterns might have shifted online,
but an offline touch point of newspaper will lend reach and
credibility to these ambassadors that cannot be achieved by pure
online promotion

6. Consumer Insight
In depth interviews with 35
people (24 males and 11
females) in the age group of
20 -28 across 6 urban cities
coupled with secondary
research and Quora responses
gave the following insights
Word Association with Sex
N
U
D
E
GIRLLOVE
PASSION
NAUGHTY
NEED
C
O
N
D
O
M
B
E
D
97.1%
28.6%
5.7%
Close Friends
Collegues
Public Forum
Talk About Sex
94.3%
65.7%
45.7%
Jokes
Health and
Hygiene
Facts
Topic for Discussion
37.1% 62.9%
Sexual Comfort with
one’s body
Yes No
85.7%
14.3%
Attitude towards People Open
About Sex
Positive Negative
Positive
Fun
Liberal
Open
Minded
Negative
Shameless
Cultureless
Immoral
20.0% 48.6% 31.4%
Will more Campaigns like 'Do The Rex' help in making
the Youth talk more about Sex
Yes A Step in the Direction No
77.1% 22.9%
Can Online Medium enable greater
Conversation about Sex
Yes No

7. Inhibitions on talking about Sex
It’s not in our culture
•Youth feels they will be judged as horny, desperate, immoral, or, not having a mature
up bringing when talking with people other than close friends and partners about sex
•Discussing fantasies can lead to negative opinion about a person and his mentality
despite everyone experiencing fantasies
•Girls feel they will be easily labelled as sluts if they are too frank about sex. Girls are
equally interested in talking about sex and also enjoy adult humor.
•In certain parts of the country, a girl discussing sex is considered to be inviting rape
•Parents generally are not open to talking about sex to their children
•While growing up, children are told that talking about sex is not sophisticated behavior
It’s a private affair
•Couples feel that their sex life is not meant for
public discussion
•A public discussion can bring out their
preferences that can be judged as wild or naïve
or desperate
•These discussions can lead to unnecessary
comparisons that can lower self esteem
•A partner discussing their sex life is also
considered as a breach of trust by the other
partner
•Even individually, discussion would lead to
judgment or unnecessary comparison
I don’t have that body
•Celebrities and porn stars have set the ideal body as
the norm
•Many people feel that since they do not have a
ideal body they are not capable of attracting the
opposite sex
•This hampers self confidence at a subliminal level
I would talk
about sex
only with
my husband
I can share adult
jokes on the
Whatsapp group of
my female friends
but I can’t discuss it
with guys
She would kill
me even if I
discussed
about our
kissing with my
other friends
I discussed my wet
dream with a few
friends and they
teased for like a
year on that
How can I talk about
my fantasy of having
sex with a super
model when I am dark
and have excess flab
The senior girl in
school who taught us
about sex was labelled
as slut by my friends
and her character was
doubted every time
she was spotted
talking with a guy
Names and details are hidden
to maintain confidentiality

8. The Changing Dynamics
Youth believes that the society is opening up when it comes to talking about sex
Growing migration from rural and semi urban areas to metros is an enabler in
increasing the conversation on sex
Youth believes in talking about sexual health and hygiene as important
Youth believes that sex education at the primary schooling level will set a level
playing ground for conversation on sex
Youth is concerned about other people’s discomfort when talking about sex
I feel the next
generation will have
an open attitude
towards sex
The trend is changing, I see
people are more
comfortable in taking about
sex then before. Still there is
some restraint.
Back in my hometown, I
cannot imagine talking
about sex the way I do it
here at Bangalore.
Mumbai is such a open
place. I can talk to men
on a lot of topics
without being
considered wrong.
Sex education
will stop those
giggles.
Well, I do talk about
trimming my body
hair with my
friends, and they are
fine with it. In fact I get
better advise from
them.
I have read that
India used to
consider prostitutes
as respected. God
knows what went
wrong!
Sex education will
make people respect
their body more.
Sex is not dirty
it is
passionate
love
My friends do
discuss about the
bad effects of porn
addiction
I have started feeling
that guys become
more shy when talking
to girls about sex.
Sheesh!
Names and
details are
hidden to
maintain
confidentiality

9. How will it change consumer behaviour?
The Youth THRIVES ONLINE
The Youth wants to RELATE
WITH SOMEONE
The Youth wants to BE A
PART OF THE CHANGE
The Youth wants to SHARE
 All numbers point that youth
is active on social media
 They connect to their social
circle through social media
 Twitter trending topics give
them information about the
latest happenings in the
world
 Mobile phones enable to
connect on the go
 Trolls, cats, or the digital
celebrities go viral because
they resonate with the youth
 Relatable posts regarding life
events and love or heart
break quotes helps them to
convey their thoughts
 Anything that captures the
state of mind connects with
the youth
 In all aspects of the society,
from politics to consumerism,
youth is strongly voicing their
opinion
 The youth wants to work
towards the society they
would like to live in
 Youth participation in the
recent general elections is a
case in point
 Digital media gives a chance
to put one’s thought forward
to the world
 They know that what they
speak contributes to what
trends
 Viral content and phenomena
are talked about in offline
conversations
Always Connected What Resonates Goes Viral From Passive to Active Shout, not Speak
Digital presence is relevant to
the youth
The ambassadors exemplify the
youth and their attitude
The ambassadors represent the
changing attitude towards sex
The ambassadors will flow into
offline conversations

10. Impact of the Conversation
#MyHotBody
 Will make the youth break the
perception that only bodies shown
in movies and porn are desirable
 Will encourage the youth to be
sexually comfortable with their
bodies
#HotLine
 Will entertain and connect with the
youth
 Will make them feel more
comfortable talking about sex
#SoWhat
 Will help to change the current
social taboos in talking about
sex esp for girls
 Will help the youth in
expressing their fantasies
#LiberalPast
 Will educate the youth about the
past liberal culture of sex in India
 Will make the youth understand
that sexual wellbeing has always
been a part of Indian culture
This will make the private talks about sex out in the public in a fun and healthy way
Impact of Print Media
 It will emerge as new medium for talk about sex in
a healthy way
 Recitation of Kamasutra and India’s past culture
about sex will educate the youth about the art of
sexual well being
 The philosophy about sex will remove the notion of
‘dirty’ and ‘private’ and make the youth realize
that it is an integral part of well being
 This will be a new medium to usher development
of the sexual well being category
Impact of Digital Media

11. Bringing the idea alive
Print Media
The Cuddly Guy and The Going Girl will have an article on every
Saturday and Sunday respectively in The Hindustan Times
•As per IRS 2013, HT readership has the fastest growth of 13% from
the past year and is eating into other newspaper’s share
•HT largest newspaper in NCR and second largest in Mumbai
•Facebook links/Twitter handles at the end of every article to drive
the conversation online
•Weekends gives free time to youth for reading and contemplation
Packaging and Point of Sales Merchandise
QR Code on the reverse side of the packaging
•Scanning the QR code will lead to the Facebook page of The Cuddly
Guy since generally men buy condoms
•Twitter handles and Facebook links of both the ambassadors will be
printed
POSM at Supermarkets & Hypermarkets and Condom Vending
Machines
•Quotes from The Going Girl and The Cuddly Guy along with their
Twitter Handles/Facebook links and their respective QR codes will
be attached as strips around the Durex shelf
 The idea here is to drive conversation from offline to online and
engage the youth further
 Organic growth in social media following is better inorganic
growth using social media advertising
 High reach at lower costs to the target audience using print and
POSM
Movie Placements
Show the movie characters following and sharing the ambassadors
updates
•Tremendous publicity even though the prices will be high

12. Digital Strategy
Content & Conversation Strategy
Post content that reflects their personality
•Consistency will help in avoiding confusion
Post content that relates to the hot topics among the youth
•Be it ALS Ice Bucket Challenge or latest sports controversy, latest
trends on social media should be used to connect with the youth
Engage in a conversation
•Use ‘favorite’ and ‘like’ to reciprocate conversation or participation
in a contest
•Reply to comments on Facebook to increase conversation
•‘Retweet’ or ‘Reply’ on Twitter with caution to avoid excess tweet
on followers timelines
Avoid timeline flooding
• Excessive posts or tweets in a short duration leads to
timeline being ‘flooded’ and leads to irritation and
eventually unfollowing
•Ensure reasonable time lags between posts/tweets
Public Relations Strategy
Use current Twitter celebrities to promote the ambassadors
•Rope online celebrities such as Ramesh Srivats, Angry Bombay Girl,
Gabbbar Singh, Trendulkar, and Bhak Sala to promote the
ambassadors via shares, retweets, and conversations
Use Durex’s account to promote the ambassadors
Create blogs for extra content
Promote visiting the Facebook page
•Facebook post display algorithm stops displaying your posts if a fan
stops engaging with you
•Driving fans to the Facebook page will ensure increase in organic
engagement
•Hold creative contests that make users land on the Facebook page
Avoid following people to gain followers
•This doesn’t go well with the brand

13. The Cost and The Benefit
Major Cost Avenues
The Content Creation and Digital Marketing Team
•The content is going to drive the conversation and branding and needs
investment in good human resources
Online Celebrities
•Online celebrities know their retweets can make an impact and they charge for it
•This will be needed during the launch phase of the ambassadors for an initial
momentum
Movie Placements
•Depending upon the movie content, actors, and the level of integration; the cost
can range from Rs. 50 Lakhs to Rs. 3 crores
Alliance with Hindustan Times
• The cost should be nominal since this is not a pure advertorial and it is
providing rich content to the newspaper
• HT has earlier collaborated with Priyanka Chopra and Imran Khan for a
weekly article
• HT had Lokhandwala Lad writing articles about his struggling days
Benefits
Developing the brand ambassadors as
opinion leaders in the sexual well being
category
Opinion leaders that are in sync with
the youth
Bring back India’s Cultural Past
At low costs so that bottom line is not
affected due to government price cap on
selling condoms