Summary
- Campaign Name: “Seize Control of Your Love Life” (for Durex Jeans)
- Product/Focus: Highlighting the “Jeans” condom variant, focusing on comfort and ease of use.
- Core Message: Intimacy is about mutual confidence, communication, and taking charge of your pleasure.
- Key Insight: Using a high-profile, non-traditional female voice legitimizes the conversation and appeals to a modern, gender-equal audience.
- Sobhita Dhulipala starred in this Durex advertisement for their “Jeans” line of condoms, appearing alongside actor Ranveer Singh. The advertisement aired around 2017.
The concept and narrative
The ad focused on the concept of being “always ready,” highlighting the portability and convenience of the Durex Jeans pocket pack. The core message centered on spontaneity and being prepared for intimacy at any time.
The commercial features the following sequence of events:
- Sobhita Dhulipala is shown performing various activities around a house, testing the durability of different items. This is meant to be a humorous and playful metaphor for the durability of the Durex condom.
- She is seen jumping on furniture and duct-taping objects, alluding to intimate and testing scenarios.
- In this version of the ad, Ranveer Singh’s character appears towards the end of the ad and is shown dropping multiple condoms at Dhulipala’s house entrance as she opens the door.
- The ad culminates with the couple’s readiness for intimacy, emphasizing that the condom’s compact, jeans-pocket-sized packaging makes it easy to have on hand for spontaneous moments.
Durex designed this version to focus specifically on the female perspective, a textbook example of modern, progressive advertising in a sensitive category.
Reception and recall
- Memorable for Dhulipala: While Ranveer Singh was also in the ad, online discussions on forums like Reddit have noted that Sobhita Dhulipala’s presence was particularly memorable and eye-catching.
- A “before she was famous” moment: Some social media conversations recall the ad as a notable “before they were famous” appearance for Dhulipala, given that her mainstream acting success, particularly in shows like Made in Heaven, came later.
