Case Study: Durex boosts sales and reaches 54 million Indian men with Facebook ads during the Cricket World Cup

Durex - Customer Case Study

Durex India, a Reckitt Benckiser brand facing strong competition from local condom makers, set out to grow brand awareness and market share by engaging young male cricket fans during the Cricket World Cup. The challenge was to make the brand relevant and talk-worthy among a sports-obsessed audience without alienating sensibilities.

Using Facebook Audience Insights, Durex targeted Indian men 15+ with cheeky photo and video ads—featuring a #DurexDictionary that gave cricket terms a suggestive twist—and used reach-and-frequency buying to stay visible throughout the tournament. The campaign reached 54 million men in India, drove a 29% lift in sales during the campaign and produced a 9% year-on-year sales increase.

Durex

Rohit Jindal

Marketing Director