Durex Jeans raises awareness with tie-in with Levi’s
Durex Jeans raises awareness with tie-in with Levi’s

In a very innovative engagement initiative, Durex Jeans (the condom brand targeted at the young generation) has taken the message directly to the youth through digital media platforms used by today's youth - social networking sites and mobile messaging platform. The messages are also very direct and focused at the youth with tag lines like - 'I am not a positive person', ' I am bug free', 'Get into your Jeans, stop the virus' and these initiatives are with a strong ground level awareness campaigns and a tie-in with Levi's where every jeans sold will have a Durex Jeans in the fifth pocket as complementary, a bike rally in Mumbai, Grafitti board message in Bengaluru, College campus activities through MTV wassup. All these activities are supported with collaterals like posters, mugs, t-shirts carrying the AIDS awareness message placed at locales frequented by the youth. As per the WHO report 2007 youth aged between 15-24 account for 50 per cent of all new cases reported and in India the 15-29 years old form 25 per cent of the population who at this age group lack proper source of information and have a tendency to experiment; this generation practically lives in jeans and hence the Durex Jeans sends out a strong message to this important segment - LIVE IN YOUR JEANS AND LOVE IN YOUR JEANS. 

 
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