Stories of love focused on celebrating one’s own sexual identity and bringing self-love to the fore, giving a platform to these powerful voices
Chennai: Durex, the world’s #1 sexual wellbeing brand, celebrated pride month with its #LoveLoudAndProud campaign bringing proud members of the LGBTQIA+ community to share heartwarming stories about love and owning one’s sexual identity. The Pride month campaign saw more than 20 million people come together to join Durex, as the brand became a platform for powerful voices to share their stories and celebrate their love.
Durex as a brand has consistently stood for inclusivity and freedom for everyone to express themselves. With #LoveLoudAndProud the goal is to cherish love beyond gender identities and share it with the world loudly and proudly. This was captured through content creators from LGBTQIA+ community to share their own experiences and point of view on sexual protection. Influencers from the community such as Sushant Divgikr (@sushantdivgikr on IG) and Trinetra Haldar Gummaraj (@trintrin on IG) joined the campaign, while conversations and experiences from AMA sessions were converted into digital illustrations by Param Sahib and his thought-provoking creations. Durex also partnered with Humans of Bombay to feature people from across the LGBTQIA+ spectrum sharing what they love about their sexual orientation.
Mr. Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt, said “Durex has been the voice re-defining culture and normalizing conversations around love and inclusivity for the youth in India. The brand’s unique persona, built over time, helps generate instant connection with our audience that loves the authentic and open conversations we have come to be known for. We have the added responsibility to drive behaviour change, and through #LoveLoudAndProud we intended to bring forth real experiences of couples celebrating all shades of pride, with every love story being unique. We are humbled by the overwhelming number of heartfelt responses, the campaign has been able to generate, reminding us to work towards changing the societal mindset towards sexual and reproductive health with small yet progressive steps.”
#LoveLoudAndProud has successfully reached more than 20 million people online and secured over 32.6 million impressions and generated an engagement of 21.7 million across social media platforms with over 20 million views on videos on owned channels.
Durex is focused on normalizing conversations around sex and driving usage of condoms by bringing innovation and people closer, both emotionally and physically. Durex as a brand has constantly maintained a distinct positioning around ‘shared pleasure’, drawing from its legacy of technology-led innovations, enabling couples to have a healthy sexual life and helping people feel good about themselves and their partners. In India, Durex has also been focused on raising awareness of sexual health and wellbeing with its purpose program- ‘The Birds and Bees Talk’.
