Condom manufacturer Durex stirred up the Indian web this morning with a tweet announcing its entry into a new product category — denim jeans.
Yes, you read that right. #DurexJeans is now a thing.
The jeans launch later this week and are being endorsed by Durex India's brand ambassador — popular Bollywood actor Ranveer Singh. And he gets to try the first pair, as the teaser revealed.
We’re launching Jeans! And Ranveer’s gonna be trying out his first ever. Excited? Well, that’s our speciality! #DurexJeans
In a sponsored post in advertising and marketing publication, Brand Equity, a company official was quoted as saying: "We've got the world's best designers to draw out the very essence of Jeans keeping with the Durex style right down to the signature blue color and the 'twill' texture of the surface which gives strength and elasticity, the driving elements of the power and pleasure that come with it."
IMAGE: ET BRAND EQUITY
Social media is buzzing with the news of #DurexJeans.
Durex is launching Jeans. So now you can go to a store and ask for a 32 inch Durex, and nobody will question :P pic.twitter.com/kYHAko1aUq
OMG Durex is launching Jeans! @RanveerOfficial are you gonna have sex with Durex on or off? #DurexJeanstwitter.com/durexindia/sta…
In a dark room, now it will be heard "remove your Durex" in place of "wear a Durex" twitter.com/mandybedi/stat…
The best thing about #DurexJeans would be that you will only have to wear it since everytime someone else will take it off
The Oddest News Of The Day!#Durex Got Into #Denims!! #Fashion is going way forward *wink* #Jeans #DurexJeans#FashionForward #news #Pretr
Durex's first association with Singh two years ago had caught fire too. Here's the #DoTheRex ad that sent advertising circles into a tizzy for being 'bold'.
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