India is a cricket-crazy nation and cricket is the flavour of the season. Cashing in on the ongoing cricket fever, RB's (formerly Reckitt Benckiser) sexual wellness brand Durex has rolled out a quirky, eye-grabbing digital campaign titled #D20 Dictionary, on March 9. The campaign will run through the length of the entire duration of the ICC T20 tournament, which ends on April 3.
Strategically executed by iContract, (the digital arm of Contract Advertising), the campaign is a series of still ads comprising of cricketing terms with sexual innuendos such as sledging, run out, and obstructing the field. The dictionary draws a smart parallel between the game of cricket and the art of love-making.
As part of the campaign, Durex has partnered with Grofers, a local e-commerce platform for a guaranteed two-hour delivery of its entire product range across the four cities of Delhi, Gurgaon, Mumbai, and Bengaluru. In addition to this, the brand has also partnered with Snapdeal to create a dedicated brand store for consumers to offer its entire range of products.
The digital-only campaign being promoted across the brand's Facebook page and Twitter handle has garnered a lot of buzz on social media, reaching out to an audience of nine million, within a span of just nine days. This is corroborated by the figures which stand at 17 million impressions, and two lakh engagements related to the activity. The brand has plans to launch videos related to the campaign on its Facebook page and Twitter handle in the coming days.
Commenting on the campaign, Rohit Jindal, marketing director, Reckitt Benckiser India, says, "While cricket as a sport unites the entire nation around major tournaments, Durex as a brand believes that nothing should get in the way of great sex. As the cricket fever sets in, we are encouraging couples to keep enjoying safe sex as well."
Prashanth Challapalli, executive vice-president and digital head, iContract, adds, "It's a very simple idea. We use cricketing terms every day and when you actually think about it, a lot of them naturally lend themselves to the act of sex. The campaign wants to inspire couples to take the conversation beyond cricket and enjoy every moment with a range of sexual well-being products from Durex. We believe that context is the key in social media and this campaign is designed to take advantage of that. By the end of this campaign, we would like the phrase 'Score Kya Hua?' to have an entirely different connotation."
RB, with its headquarters in London, Dubai and Amsterdam, claims to be the world's leading consumer health and hygiene company. It has operations in over 60 countries and sales in most countries across the globe. The company claims to employ approximately 37,000 people worldwide.