Sex is a taboo topic in India, social stigma and tradition cover it up. To break this taboo topic, Durex used a commerce channel and hijacked cultural conversation as everyone has opinions on sex in entertainment. 

It turned advice by Grandma (Daadi Ma) in Netflix Lust Stories 2, who compared her orgasm to erupting like 'Mount Fuji', into a commerce secret code 'MT FUJI' for the internet to unlock a world of Durex.


The Durex ‘MT FUJI’ code & Intensegasm play kit became the world’s first package to the summit of your pleasure, erupting the nation with 32.4% increase in new brand advocates.


Agency: MRM NY / McCann Worldgroup 
CCO: Harsh Kapadia 
ECD: Sascha Piltz
CD: Denesh Agnihotri, Anuj Shah
D&AD: Sergio Jara 
Illustrator: Rene Corini
Postproduction: Craft Worldwide

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