Durex Smooth Glide Condom Launch – New Delhi, 21 July 2026

Reckitt, through its Durex brand – the world’s No. 1 sexual wellbeing brand – announced the launch of Durex Naturals Smooth Glide condoms. The product is marketed as featuring 2 × more water‑based lubricant designed to complement a woman’s natural wetness and reduce discomfort during sex. The announcement was distributed via Business Wire India on Tuesday, 21 July 2026 at 11:16:34 IST.

The launch is positioned against a consumer insight from the Durex Global Sex Survey 2024, which found that one in three women experience discomfort during sex, with vaginal dryness identified as a common cause. To address this, Durex coined the term “Ahgasm” – a play on the “Ahhh” of pleasure versus the “Ah” of discomfort – and built a 360‑degree campaign around the hashtag #AHgasm.

The campaign includes a television commercial (TVC) that uses a water‑slide metaphor to demonstrate how the increased lubrication can make intimacy smoother and more comfortable. The TVC is accessible via the link https://www.youtube.com/watch?v=usSd9xtHBHU.

Executive commentary:

  • Gaurav Jain, Executive Vice President, South Asia, Reckitt, stated that the product stems from a simple yet important consumer insight that comfort is fundamental to a better intimate experience, and that Reckitt continuously listens to consumer needs to innovate.
  • Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas India, explained that the creative work began with conversations the world isn’t having, noting the prevalence of dryness‑related discomfort and the need to name the experience as “Ahgasm” to spark dialogue.

The press release concludes with a disclaimer that the release is provided under an arrangement with Business Wire India and that PTI assumes no editorial responsibility.

Key facts extracted:

  • Product: Durex Naturals Smooth Glide condoms
  • Feature: 2 × more water‑based lube
  • Target issue: Discomfort for 1 in 3 women, primarily due to vaginal dryness
  • Campaign term: “Ahgasm” and hashtag #AHgasm
  • Campaign medium: Water‑slide themed TVC (YouTube link provided)
  • Executives quoted: Gaurav Jain (Reckitt) and Anupama Ramaswamy (Havas India)
  • Release date/time: 21 July 2026, 11:16:34 IST