MAM
#ForgetCondoms as Durex launches India’s thinnest condoms ‘Invisible’
NEW DELHI: Durex has launched India’s thinnest condom ‘Invisible’. Through this product, Durex aims to encourage usage of condoms by addressing the number one reason people avoid putting them on: that it hinders intimacy between the couples.
With the launch of the Durex Invisible condoms, a new TVC also went live that showcases and highlights that nothing comes between ‘you and unforgettable sex.’ Towards the end, it closes with the message that all obstacles to great and pleasurable sex would be removed with this new line of condoms – it’s so thin, it’s like it’s not even there. On the social media front, the brand started promotions with #ForgetCondoms, and the hashtag quickly went viral.
According to Durex’s Global Sex Survey conducted in 2017, only 6.3 per cent people use condoms in India. In spite of having high awareness, some people choose not to use condoms because they inhibit pleasure during sex.
RB South Asia Health CMO Pankaj Duhan said: “We truly believe that this condom will transform the market by addressing the biggest barrier to condom use – reduced pleasure with the partner. Through this campaign, we aim to encourage more and more people to feel pleasurable sex with Durex Invisible while we continue to deliver on the high-quality standards that Durex is known for with no compromises on reliability.”
Unprotected sex is full of risks: partners who do not use condoms leave themselves vulnerable to sexually transmitted diseases and unplanned pregnancies. With this caution in mind, Havas Group India chairman and CCO Bobby Pawar said: “Having unprotected sex has been one of the major concerns in Indian society, to come with a TVC which addresses the issue was not easy. We have conceptualised the TVC keeping in mind the consumers' need and preference, by using indirect metaphor showing one can get maximum sexual pleasure, with Durex Invisible because it's so thin that it's almost invisible.”
Durex Invisible condoms will be available in packs of 3s and 10s. Additionally, these will also be available on all major e-commerce platforms across India, both traditional and modern trade pharmacies and in top convenience stores in major metropolitan cities.
Brands
Atomberg unveils AC rotary compressor technology at Acrex 2026
Move marks entry into Hvac components with India built solution
MUMBAI: Atomberg Technologies has unveiled a new air conditioner rotary compressor technology at Acrex India 2026, signalling the company’s entry into the Hvac components space and expanding its engineering capabilities beyond consumer appliances.
The compressor has been developed by the company’s B2B engineering arm, Atomberg Innovation Private Limited, which focuses on building engineering solutions for the consumer durables and Hvac ecosystem.
Designed and manufactured in India, the rotary compressor is built for 1.5 tonne air conditioners and integrates high efficiency motor technology with improved noise, vibration and harshness performance. The system also complies with Indian regulatory standards, positioning it as a locally developed alternative in a segment often reliant on imports.
The development marks Atomberg’s latest step in expanding its technology portfolio into Hvac component systems while continuing its push towards indigenous innovation in appliance engineering.
Atomberg Technologies founder and chief executive officer Manoj Meena, said the launch reflects the company’s evolution from appliance innovation to deeper engineering solutions. “Our journey began with reimagining everyday appliances through technologies such as BLDC motors. Today we are building advanced engineering solutions in India, including this AC rotary compressor, as we expand into the Hvac ecosystem,” he said.
Atomberg Innovation operates as an end to end original design manufacturing partner, developing solutions that include motor technologies, integrated drive systems, embedded control platforms and manufacturing capabilities. Its portfolio spans technologies such as air conditioning motors, motor drivers based on field oriented control algorithms, solar tracker motors and drone motors.
The company’s engineering infrastructure covers the full product lifecycle, from electronics design and digital twin modelling to testing and manufacturing through in house facilities such as SMT lines, motor assembly units and automated production systems. This integrated setup allows some products to move from concept to production in as little as three months.
By combining vertically integrated manufacturing with engineering led design, Atomberg aims to strengthen India’s capabilities in advanced appliance components while supporting the broader push for domestic technology development and reduced dependence on imports.
