Brand Name: Durex
Customer Persona: Rahul Singhania, The Young Explorer
Background | College student or a recent graduate, single, living in a nuclear family, and who is currently exploring new relationships. He follows the latest trends and is tech-savvy |
Demographics | Male, 21–23, Tier 1 or Tier 2 city, part-time earner, 15K to 20 K every month, Fluent in Hindi and English |
Interests | Music, Socializing, Travelling, Gaming, Photography |
Other relevant traits | The individual is open-minded and is curious about sex and is currently seeking experiences. |
Favorite social networks | Instagram, Discord, Snapchat |
Least favorite social networks | LinkedIn, FB |
Buying behavior | The individual does spontaneous purchases but is also a tad bit budget-conscious. |
Spending power | Limited |
Decision maker(s) | The individual can make his own decision but is not the decision maker of the house. |
Challenges / Pain points | Lack of experience, Unaware of products for safe sex, limited budget, navigating relationships |
Goals / Motivations | Safe experiences, learn about sexual health, and enjoy safe experiences. |
How Durex can help? | Durex can help by providing affordable options, educational content, starter kits |
Purchasing barrier? | Limited Budget, Fear of judgment |
Preferred content type | Informative short videos like reels, user testimonials, and informative posts. |
Customer Persona: Abhinav and Jyoti Singh, The Newlyweds
Background | Newlyweds couple focused on overall well-being, they have just gotten married, both work in IT . The couple lives together and away from their family. |
Demographics | Male and Female, 25-30, Tier 1 or Tier 2 city, Fluent in Hindi and English, they both earn 12 to 15 LPA together. |
Interests | Travel, home decor, they follow brands like IKEA and AirBnB as well, They love going out and socializing as well. |
Other relevant traits | They are relationship-oriented, bold and adventurous, they are also very health-conscious. |
Favorite social networks | Instagram, LinkedIn, Discord, X(Twitter) |
Least favorite social networks | FB |
Buying behavior | They do a lot of research before making any decision, they prefer quality over quantity everytime, they are ready to pay extra for a premium product. |
Spending power | Moderate to High |
Decision maker(s) | Joint decisions |
Challenges / Pain points | They sometimes face challenges exploring intimacy as a couple, they face issues finding products suitable for both. As both work they have issues maintaining work and personal lives, |
Goals / Motivations | Their primary goal is to strengthening marital bond, they love trying new experiences. They also wish to prioritize their health as well. |
How Durex can help? | Durex can help with product bundles, it can also create some intimacy-building resources, and create a loyalty program for regulars. It can also create educational content for couples |
Purchasing barrier? | They are overwhelmed by product options and their lack of knowledge about new products. |
Preferred content type | How-to videos, product guides, Instagram reels, blogs, couple testimonials. |
Brand Personality
Durex India's personality is bold, modern, and progressive, emphasizing the importance of safe and satisfying experiences. Through its innovative products, educational initiatives, and commitment to quality, Durex India strives to empower individuals to embrace their sexual wellness journey with confidence and responsibility.
Brand’s Tone of Voice
Durex is known for using a playful and positive tone in all its ads, social media posts, and blogs. It often uses wit and humour to engage with its audience.
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