A whole lotta Love. But still no Glove.

BUSINESS
CHALLENGE

60% of men in urban India have

sex about 3-5 times a week

But the Indian condom markets

penetration rate is still < 5%

Challenge - Grow the sexual well-being category in India by increasing the frequency of usage,
AND increasing adoption by target segments

Lets have conversations that matter!

BRAND
CHALLENGE

- Initiate an engaging brand

conversation with lovers on
celebrating great
sex the Durex way Healthy, Fun & Safe!

Create a Fun, Healthy & Safe Attitude Towards Sex

What is the deep & unrevealed behaviour?

CONSUMER INSIGHT

Its Good, but I am curious ...

89% of men in urban India are
happy with their sex lives
CONSUMER
INSIGHT

But dig a little deeper, and you find that...

78% use the word Good to describe their sex lives, not Great ... and over 68% want to have MORE
Adventurous, Fun & Intimate sexual experiences.
As a matter of fact:
- 62% are open to experimenting with sexual well-being products & toys for more adventure
- 45% want to indulge in role plays/fantasy scenarios to spice things up
- 43% want more romantic/intimate experiences
* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities (Hyderabad, Bangalore,
Mumbai, Pune, Jaipur, & Ahmadabad).

... and I want more!

- 68% of men craving excitement, want to indulge in more role play
and fantasy experiences (More FUN)
- 54% of men with intimate sex lives, want to experiment with
products/toys to spice things up (More ADVENTURE)
- The few who do experiment with products are happy with their sex
lives, and dont want to change anything

CONSUMER
INSIGHT
* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities (Hyderabad, Bangalore,
Mumbai, Pune, Jaipur, & Ahmadabad).

Lets Talk About Sex, Baby!

Indian men usually don't discuss

their sex lives openly.
CULTURAL
INSIGHT

But most are open to sharing their sexual fantasies with

their partners ...

... and would even prefer talking to their partner, in case

they're not happy with sex in their marriage/relationship

Based on results of the 2013 India Today Sex Survey 2013

Men in India believe they have a GOOD sex life.

But they are CURIOUS to know more. To EXPERIENCE more...
More Fun. More Intimacy. More Adventure.
... And theyre willing to TALK about it. ASK for it. DO more for it.

Great Sex & Conversations Powered by FIA!

THE BIG IDEA

FIA Mobile App Powered by Durex

CONSUMERS:
A private digital space, powered by Durex, that
enables a healthy, safe and fun environment for
lovers to spice up conversations & interactions
around SEX, and interactions that lead to it.

BRAND OBJECTIVE:
- An opportunity for Durex to create deep,
emotional brand associations.
- To create a habit that stems from the idea
If its Great Sex, its Got to be Durex!

FIA Mobile App Salient Features

A mobile app that uniquely pairs (via a PIN)
with the app installed on the partners
phone.
A fun, and sexy app that allows couples to:
DISCOVER via fun & naughty quizzes
Play out FANTASY MOVES
PLAY ON naughty 2-player games
Browse REX-O-PEDIA for tips & tricks
Create & capture special MOMENTS
Create & browse user-generated FIA tales
Get local recommendations on movies,
restaurants & special events via RexReccos

Roleplay - Recreate (via chats)

popular scenarios from
Hollywood/Bollywood movies
(Princess Leia and Han, Devdas
& Paro, Raj & Simran, Salim &
Anarkali, etc.)

Pre-defined or customgenerates quizzes (7 questions)

for couples to discover naughty
& not-so-naughty things about
each other

- An expert guide to dating,

relationships & great sex
- Information on products
available in the sexual wellbeing category

Play modified (naughty & sexy)

versions of popular 2-player
games (such as 'Draw my
thing', 'jigsawce', etc.

- Dedicate a quote/song
- Capture instagrammed
pictures
- Create a digital scrapbook of
pictures and conversations
from the app

User submitted stories on their

fun & adventurous sex lives.
- Along the lines of FML, only
SEXIER ;)

Curious Case of Rex & his girl Fia (Fun. Intimate. Adventurous)

DRIVING HOME THE APP & MORE

Campaign Idea

A 6-month long campaign involving viewers in Rexs quest to

finding his FIA
Communication & interactive elements around Rexs journey to
find her, charm her, sweep her off her feet, and TOGETHER
experience great pleasure
Rex & Fia:
Characters personifying the
wants & desires of the urban
Indian couple in a fun,
attention-grabbing way

From Campaign to the App

To ignite, drive & sustain interest in the
app
The campaign will drive downloads &
registrations for the app & ensure
continued usage

Rex & FIA In pursuit of great pleasure

ONLINE STRATEGY
Premium Content Marketing
- Comic strips on Rex & FIAs struggles around dating, relationship & sex in
todays smartphone-mad world (chronological)
- YouTube Comic strips converted to mini YouTube episodes (1.5 to 2 mins
animated videos)
- www.keepkama.in Online central content hub
Social Media Strategy
- Rex & FIAs dedicated Facebook & Twitter pages with witty & humorous status
updates
- Youtube pre-roll ads: Animated ads urging viewers to visit the respective FB
pages and help Rex & FIA with advice (via polls & status updates)
KEY OBJECTIVE
- To guide visitors to the app download pages on FB & www.keepkaam.in
before they take any action (view a video, comic strip or participate in a poll)

Go where the couples are ...

OFFLINE STRATEGY
Restaurants/Movie Theatres/Shopping Malls
- Rex & FIAs drinks/food recommendations
- Literature on the table/counters Table standees promoting the app
Print
- From Good to Great - A series of articles (sponsored by Durex) on sexrelated advice/opinions (centered around Rex & FIA to subtly promote the
app)
- E.g. Is your smartphone ruining your relationship? Turn it around with
G2G, Rex Todays sexually aware man that every woman needs to
know

Events
Rex & FIAs GREAT Party Series Dance Music concerts across major cities
KEY OBJECTIVE
- To promote the app & content on www.keepkama.in/G2G & Facebook

Coming Alive across touch points

Comic strips & mini
YouTube videos depicting
the couples journey to
greater pleasure

Offline activation at
locations thronged by
couples

Rex & Fias dedicated

social media pages

Good2Great Article
series in print
medium

www.keepkama.in
Online content hub

Rex & Fias Party

Series EDM & Indian
pop music concerts

Inducing change by ensuring undivided attention!

IN PURSUIT OF PLEASURE

A Perception Problem
Condoms are still perceived as a prevention
product (pregnancy & STD prevention).
Threat of Next Best Alternatives:
- Emergency Pills
- Faith in partner

A necessary evil. Something that interferes with

pleasure.
Association with PLEASURE and FUN is nonexistent.

SEXUAL WELL-BEING CATEGORY

- Close to zero awareness about products available in the category
- No assumed need for accessories to enhance sexual experiences

Attitude Change Powered by Durex

For real change to happen, we'll have to start with ourselves.

With our attitude towards Sex!

#Don'tJustDoIt ...
#KeepKama & #EnjoyIt
The app will help generate Fun & Adventurous conversations amongst lovers ...

... that will also get reflected in Rex & Fia's relationship and sex life.
All about introducing ideas in an environment where you have your
TG's undivided attention.

You had my curiosity. But now you have my

attention
In a complex market like India, Durexs idea to generate fun & healthy conversations around sex is the
RIGHT first step.
This is especially true given that:
- Indian men not only want sex more often, but they want it adventurous, fun and intimate
- Theyre open to discussing/sharing their wants & fantasies with their partners
Hence, the crux of the MOBILE-DRIVEN STRATEGY lies in enabling:
- Target Consumers To Do So In A Specially-created Digital Environment Where Durex Has Their
Undivided Attention

A long-term view to GRABBING, NURTURING & SUSTAINING consumer attitudes

towards the sexual well-being category

And mobile-driven because ...

- On an average, Indian consumers spend over 3 hours a day on their smartphones, and one-third of that
time is spent on apps
- Over the last 2 years, there has been a 63% increase in app usage, and a 20% increase in time spent by
users on smartphones
- Social and chat apps are the reason why most new users buy a smartphone

By 2015, 41% of all internet access will exclusively be via mobile phones. Smartphones will become the
primary internet access medium over the next few years.

A win-win for modern retailers & consumers

REX CORNERS

Rex Corner A cooler purchase experience

REX Corners within Modern Retail Stores
- A specialty store within supermarkets to separate the purchase process from other grocery shopping list
products

Not just stock DUREX products, but also

- Male and female hygiene products in tieup with other non-competing brands
- Rex & Fia merchandize Bar accessories,
stationary, apparel, phone cases, bags,
etc.

Exhibit - www.keepkama.in

Srujani Panda - ISB Class of 2015

#HopingtobeMaverickPanda