MAM
Durex unveils #ComeTogether campaign to create awareness about orgasm inequality
MUMBAI: Research reveals that men get aroused quickly while women tend to take time. Durex India has launched a new brand campaign which aims to create awareness about orgasm inequality, the film highlights the fact that sex is great when you #ComeTogether. The campaign has been conceptualised and executed by Havas Creative.
As per the Global Sex Survey conducted by Durex in 2017, nearly 70 per cent of women in India don’t orgasm every time they have sex. The campaign takes on the issue of orgasm inequality by normalising conservations and providing product solution for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap.
The brand has launched a revolutionary product called – Durex Mutual Climax Condoms which speeds her up and slows him down so that they both peak together.
Using statistical and cultural truths, the campaign intends to rally public opinion towards having a healthy, positive and important conversation about the awareness, culture and science around the issue of orgasm equality.
RB South Asia Health chief marketing officer Pankaj Duhan said, “We are very excited about launching our latest innovation Mutual Climax condoms. Our ongoing campaign #ComeTogether along with this new solution aims to create awareness on the issue of orgasm inequality, thereby encouraging couples to have a discussion on the issue. With Mutual Climax, we want to empower couples and make equal pleasure and sexual equality a reality in India.”
The film uses subtle metaphor to show the stages that men and women go through during the act of sex and how often the end can be a bit anticlimactic and then breaking the metaphor to show how powerfully pleasurable it can be when you #ComeTogether. The film highlights that the only way to reach at the level of mutual pleasure is to get there together.
Commenting on the creative strategy, Havas Group chairman and chief creative officer Bobby Pawar said, “Orgasm is still considered as a tabooed topic in Indian society, to come up with a film talking contextually and visually of orgasms was no easy task and needed to walk a fine line. We have conceptualised the film keeping in mind the sensitivity around the topic, by creating a film in a fun and engaging style by using indirect metaphor. The idea behind the film was to create awareness and to build conversation around the topic. The driving force behind the campaign is the philosophy that sex & pleasure are great when equal, fair & mutual.”
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
