How Durex & MyMuse Are Changing India’s Sex Talk

Introduction

Sex in India has often been treated like the love story in Kabhi Khushi Kabhie Gham implied but never explicitly addressed. But just as Bollywood has evolved to embrace films like Lust Stories and Gehraiyaan, brands like Durex and MyMuse are bringing sexual wellness into the spotlight. These brands are rewriting the script, making pleasure and protection mainstream topics, especially among Gen Z.

Durex: The OG Disruptor

Durex has been pushing boundaries like a masala film plot twist. Their witty campaigns—like #EndBedroomDistancing—blend humour with safe sex advocacy, much like how Ayushmann Khurrana films tackle taboos with charm. By collaborating with influencers and meme pages, Durex makes condom conversations as casual as discussing the latest box-office hit.

Impact:

• More awareness and acceptance of condoms.

• Increased engagement via meme culture.

• Normalising sexual health in mainstream media.

MyMuse: The Indie Game-Changer

If Durex is Bollywood’s blockbuster, MyMuse is the indie darling stylish, modern, and all about self-care. Their campaigns, like ‘Pleasure is for Everyone,’ mirror the fresh, progressive narratives seen in OTT hits like Made in Heaven. With an aesthetic, inclusive approach, MyMuse makes sexual wellness feel as natural as skincare.

Impact:

• Shifted the focus from just protection to pleasure.

• Created a safe space for open discussions.

• Boosted demand for discreet, stylish products.

Gen Z’s Role: The Culture Shift

Like Bollywood’s evolving audience, Gen Z is ditching outdated scripts. They engage with sexual health via reels, blogs, and Q&As, much like they binge-watch Koffee with Karan curious, unfiltered, and ready for real talk.

Key Changes:

• Normalising sex talk beyond hushed whispers.

• Digital-first learning through social media.

• Choosing brands that prioritise openness over fear.