Durex launches new condom brand Jeans in India

Popular condom company Durex is expanding its brand by launching a jean line. Announced on Wednesday, Durex India stated the company is moving into the world of fashion, starting off by selling jeans.

 

But Durex revealed that Durex Jeans was in fact a new range of condoms in a slimmer packet designed to disappear in body-hugging jean pockets. Each packet comes with a pair of condoms, or as Durex’s ad said, “A pair of Jeans, you cannot do without #DurexJeans.”

 

Durex and its cheeky campaign aims to break the taboo of buying and carrying condoms in India.

“India has a very low penetration.” The Hindustan Times reported that despite government efforts to promote the use of condoms.