In India, deep-rooted taboos link a woman’s virginity to her purity, leading to stigma, shame, and fear around sexual exploration. Many women feel pressured to prove their virginity, and only 3% of Indian women (ages 18-24) have sex before marriage due to societal judgment. Durex wanted to challenge this harmful belief and empower women to reclaim their sexual privacy, freedom, and confidence.

WHAT WE DID

We introduced the Privacy Condom, designed to protect a woman’s right to sexual privacy by masking any perceived "proof" of virginity. Launched on World Sex Day, the campaign combined bold social media content, influencer conversations, and youth festival activations. Durex also introduced India’s first free, regional-language sex education course, breaking taboos and normalizing sexual health discussions.