Durex India has rolled out a campaign that begins like a cheeky masterclass in finding the G-spot, but soon turns into a powerful message on breast self-examination - effectively transforming a pursuit of pleasure into a stirring public health reminder.

The ad opens with a sultry voiceover declaring ‘another G-spot’ has been found, then going on to guide women with instructions ostensibly on how to locate the proverbial erogenous zone in the female body. However, what seems like the setup for another playful ad film for the condom brand, takes a surprising turn. 

The guide, it turns out, isn’t about achieving orgasm but about saving lives: “This isn’t about orgasm anymore. This is about life. About self-love,” the voiceover affirms, redirecting attention from erotic exploration to health awareness.

Released around Breast Cancer Awareness Month, the campaign uses the brand’s core vocabulary of touch, pleasure, and protection to open a conversation on early breast cancer detection. Durex urges women to examine themselves regularly and seek medical advice if they feel a lump, a change in shape, or any irregularity.

What we think about it: The transition from sensuality to sensitivity while ensuring attention in an age of short attention spans, feels surprisingly seamless, aided by the script’s pacing and the calm yet intimate narrative tone.  The film works because it subverts expectations by pushing boundaries without losing sight of purpose. The result is a cleverly disarming campaign that fuses intimacy, intrigue, and awareness.