Ad Campaigns
Durex launches their first non-latex condoms
Mumbai: Durex has launched Durex Real Feel, a first of its kind offering in the non-latex range of condoms. Real Feel is made of polyisoprene material which is softer than latex rubber and provides skin on skin feeling to partners. With this launch, the brand aims to intensify and enhance sexual encounters between couples by offering a natural “skin” like feeling, while being protected.
Durex’s consumer insights indicates no. 1 reason for people stopping use of condom is lack of enjoyment. The rubbery feel of an ordinary condom takes away the pleasure of the moment. Durex Real Feel offers consumers the feeling of real skin that facilitates a raw and natural sexual experience in the bedroom. This launch is unique and made of India’s most advanced condom material, helping consumers strengthen the emotional and physical connect with their partners.
Reckitt regional marketing director, South Asia – health & nutrition Dilen Gandhi said, “As one of largest condom brands in India, Durex is constantly innovating and offers new unique products for couples. Durex Real Feel caters to the need for sex without condoms that many desire by providing real-skin feel without compromising on protection. The latest range of condoms created using polyisoprene rubber which is non-latex and softer than natural rubber latex to provide couples a more intimate and natural sexual experience.”
Havas Group India chairman & CCO Bobby Pawar said, “The sexual wellness market has always been evolving, and over the last few years we have seen a lot of new innovations specially in the condom category. For a market like India where the consumer prefers having unsafe sex rather than using a condom as it feels unreal and kills the feeling, we conceptualised the TVC which helps the people realise that Real Feel will help bring more enjoyment and feeling into their sexual experiences. As Real Feel is not just a regular condom it’s made from India’s most advanced material that imitates the Skin on Skin feeling.”
The new Durex Real-Feel TVC showcases how the product enhances consumer’s bedroom experience with a natural skin like feeling. Directed by ad-filmmaker, Dibakar Banerjee, the latest TVC revolves around a couple enjoying a beach vacation and the switch from black & white to colour gradient portrays how Durex’s real feel brings life to the couple’s mundane sexual experience.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
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AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
