Percept Activ flawlessly Conceptualised & executed on-ground activities of 1st India Durex Party at Shroom, the prime stand alone night club in Delhi on Valentines day. It was the most talked about party in the country on 14th February 2013.
Durex, A Reckitt Benckiser brand is known as one of the most iconic condom brands in the world. 25% of all condoms made in the world are Durex. While Durex is a worldwide leader in condoms, it’s not a very established brand yet in India. In India, to talk directly about sex is still a subject of Taboo. To build brand association, there was a clear need of bringing the condom out of the closet. Out in the open.
With 14th February being celebrated as Valentines Day, there was a natural fit for Durex to use this day to commence building a relation with the target group of the brand. Durex used this day to provide lovers a springboard to showcase their love.Durex hence decided to host “Durex Valentines Night – Love Best Told”. Durex is known to host the signature durex parties across the globe.
Percept Activ conceptualised and designed customised costumes and props made out of different flavoured condoms. Mannequins were placed at the entrance, where a lady mannequin was dressed in an elaborate evening gown, accessories, and a haute hat. The male mannequin was dressed in a cool high street fashion outfit and accessorised to complete the look. Lots of other props were made, such as hats, belts, shrugs, ties etc all made up of condoms for guests to put and pose for a picture. These props were made keeping in mind the insight that Durex gains exponential reach on any relevant and exciting content pushed through the online medium.
The event was graced by the presence of Akhil Chandra,MD, Reckitt Benckiser India Chander Mohan Sethi, Senior Vice-President, South East Asia-Reckitt Benckiser and the guest of honor,Gul Panag. Percept Activ strived to design elements of creativity which translated seamlessly into a memorable experience for the audience.Couples were invited to post a picture of themselves on the Durex India Facebook page and participate in the contest via a customized application. It was then put on to a public vote and the top voted couples were invited to attend the party.Also invited were the press and socialites.
Percept Activ got couples to play several intimate and edgy games to get them closer and identify with the brand. Most of these games were conceptualised keeping in mind that Durex is not just about sex. Its about love. Its about intimacy. Its about sexual well-being.The buzz around the party got the durex India page to get 167,438 likes and got 111,253 talking about the brand. Keeping inline with the international brand imagery, Percept Activ programmed the music at the party to be Electronic Dance Music and got DJ Tuhin Mehta to play at the party.
Commenting on the brand association, Chander Mohan Sethi, Senior Vice-President, South East Asia-Reckitt Benckiser said, “Durex is the global number 1 brand, and in different parts of the world, we are working in association with consumer forums, trade organizations and the government, to educate and communicate key messages of love and safe sex,which is quite relevant in a country like India.”
The guest of honor, Gul Panag added, “Sex is an integral part of life. Since it’s happening anyway – overtly or covertly – why not acknowledge it? And let’s not ignore the importance of practicing safe sex, especially in India, where AIDS awareness is much needed.”
Commenting on the successful execution of the event, Sanjay Shukla, Chief Executive Officer, Percept Activ said, “ We are trusted partners of Reckitt Benckiser, however it was purely on the concept and our understanding of their core requirement that the project was awarded to us. During the campaign, we closely worked with the brand’s, creative, media, digital and PR agencies to roll out a truly integrated campaign. Its an honor to be chosen by a legendary brand like durex to manage their 1st India Durex Party.”