Summary:
- Campaign: IPL Topical Social Media Ads (A series of real-time posts, specific campaign name not explicitly given)
- Product: Condoms
- Target Audience: Young adult cricket fans in India, particularly those following the Indian Premier League (IPL).
- Goal: Generate widespread social media buzz, increase brand relevance and recall by engaging with trending, real-time events, and subtly reinforce brand association with intimate moments.
- Key Element: Witty and playful copywriting that uses double entendres, blending popular IPL cricket narratives with suggestive, adult-themed humor.
Durex’s Playful Pitch: Connecting Cricket Fever with Intimacy
Durex launched a series of highly engaging and memorable social media advertisements, cleverly leveraging the excitement of the Indian Premier League (IPL) cricket season in 2025. These ads stood out for their bold, witty, and often suggestive copy, designed to spark conversation and align the brand with the heightened emotions and celebrations surrounding the tournament.
A post ahead of the crucial IPL final, read: “18 years. 2 virgins. WHO WILL GET LUCKY TONIGHT?”
Following the victory of RCB after their long wait, Durex released another standout post: “Congratulations Bangalore, Your CHERRY CHEEKU popped last night ;)” This celebratory message was a clever blend of cricket terminology and Durex’s suggestive style. “Bangalore” referred to the winning team, while “Cheeku” is a widely known nickname for cricketer Virat Kohli, a prominent figure for RCB. The phrase “popped last night” playfully alluded to both the team’s long-awaited victory (breaking their “cherry” of winning the IPL) and the more intimate context associated with Durex.
This campaign demonstrated Durex’s ability to be highly topical and culturally relevant, using humor and subtle innuendo to cut through the digital noise and engage its target audience during a major sporting event.
