Dzire

The Challenge:

Pakistan has historically faced one of the lowest contraceptive usage rates globally, with conversations around family planning and male contraception often considered sensitive or taboo in a conservative social environment. Local condom brands struggled to break through these cultural barriers and establish an engaging, relatable connection with younger audiences.

 

The Idea:

To engage millennials, Dzire condoms adopted a digital-first approach built around witty humour, relatable content, and culturally relevant conversations. The campaign used creativity and light-hearted storytelling to challenge social taboos, encourage open dialogue, and drive audience engagement without creating controversy.

 

The Result:

Within the first five months, the campaign reached 884,680 people, generated 2,325,685 impressions, and achieved a 20% engagement rate. Dzire successfully emerged as a social media sensation, establishing stronger brand visibility and a more approachable conversation around contraception.

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Role on project:

Creative Director, Art Director, Copywriter