Real Durex, made unmistakable.
Durex is the world's #1 condom brand, but in Pakistan, counterfeits put both shoppers and the brand at risk. Dart's job: grow Durex's presence and protect it, with creative that's bold for the category yet brand-safe by design.
Counterfeits across Pakistan
Fakes affect both visibility and availability, eroding trust at the shelf and putting consumers at risk. Solving it meant educating shoppers and making the real product easy to find.
The mandate
Grow digital presence
Grow Durex Pakistan's digital presence and lift engagement across social platforms.
Stay brand-safe
Develop tasteful, culturally-aware creative that stays brand-safe in a conservative market.
Protect & convert
Protect the brand from counterfeits and convert young adults to the genuine product.
Campaigns that earned attention responsibly
From category education to retail-floor activation, creative that grows the conversation without crossing the line.
Counterfeit vs Original Durex
An education-led campaign teaching consumers to spot the real product, sealed foil, a single logo, the right shape, so a fake never makes it home. Tasteful, useful, and unmistakably on-brand.
Scan-to-Discover at retail
Branded "Scan Me" units placed where it matters, pharmacy counters and neighbourhood stores, taking shoppers straight to the genuine Durex range, with every scan tracked so the activation is fully measurable.
In-store scan unit
Scan Me QR
Live trackingHow we grew a sensitive category, safely
Culturally aware
Creative that reads the room, locally relevant and tasteful, never crossing the line in a conservative market.
Education-led
Turning category questions, like spotting counterfeits, into helpful, shareable content that builds genuine trust.
Brand-safe by design
Every asset cleared for the market while still feeling premium, modern and unmistakably Durex.
Services delivered
AeAfter Effects
PrPremiere Pro
AiIllustrator
PsPhotoshop
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