Book Title: Indian Management Case Studies
Editors: Dr. Jasbir Kaur and Dr. Devyani Ingale
ISBN: 978-81-973428-4-4
Chapter: 2
DOI: https://doi.org/10.59646/imcsc2/192
Author: Dr. Deepa Kedar Rele, Assistant Professor, MIMA Institute of Management, Pune, Maharashtra, India.
Learning Objective:
This case study aims to investigate and illustrate the creative social media marketing tactics used by Durex India, a major leader in the sexual wellness sector, to successfully break into the traditionally conservative Indian market. This study will shed light on how the brand skillfully navigated legal and cultural restrictions while utilising social media platforms to increase its acceptance and visibility. Participants will gain knowledge of Durex India’s strategy for interacting with its audience in a market where talking about one’s sexual health is frequently frowned upon. Through an analysis of these tactics, the case study will provide students with an understanding of how to handle brand communication in conventional or sensitive markets, demonstrating real-world social media marketing applications that balance commercial goals with cultural sensitivity.