10 months ago
Durex is now targeting clients who are fully dressed.
The condom company announced that its branch in India would start selling denim jeans. The surprising news was announced with a tweet Wednesday, Mashable reports. Durex tapped popular Bollywood actor Ranveer Singh as its spokesperson for the product launch, slated for March 25th.
In a 15 second clip, Singh shared the news and says he’ll be the first to try to “wear it.” According to Mashable, the tweet coincided with an article in trade magazine Brand Equity, quoting someone who planned the campaign.
The rep said Durex hired the “world’s best designers” to draw out the essence of denim “right down to the signature blue color and the ’twill’ texture of the surface which gives strength and elasticity.” The rep added the company expects to cause “a ripple in the market.”