Durex takes up a tabooed cause with #OrgasmInequality

Durex shocks the social media universe with statistics that 70% of women don't orgasm every time they have sex, with their initiative, #OrgasmInequality

Known for quirky topical memes and a fiercely bold approach to sex and related issues, Durex India has added a new feather to its cap with #OrgasmInequality. The new campaign suggests that 70% of women in India don't orgasm every time during sex.

According to the brand, the statistics are based on an independent survey conducted by Durex on a global scale, bifurcated on the basis of countries. "As per the Global Sex Survey conducted by Durex in 2017, nearly 70% of women in India don’t orgasm every time they have sex," said Durex.

The brand released multiple video messages by influencers, where they can be seen expressing shock at the statistics at hand and a plea to practice orgasm equality.

The influencers created communication on the lines of adult faking orgasms and how the practice needs to stop. They urged users to share their voice with #IFakedItToo, attempting to create engagement around the campaign.

Twitterverse was quick to jump on the meme bandwagon

With #OrgasmInequality, Durex to joins the cause marketing bandwagon - although it hasn't taken the conventional approach. Arch competitor, Manforce Condoms, on the other hand, has been championing the cause of 'safe sex' where they suggest not digitally recording any intimate moments for they could get hacked and be leaked, ruining many lives.