Mumbai: Durex, the global leader in sexual wellness, has unveiled a provocative and socially impactful campaign titled “The Other G-Spot” on World Breast Cancer Day, blending its signature cheeky storytelling with a critical public health message. The campaign aims to raise awareness about breast cancer, urging women to practice self-examination for early detection.
The campaign redefines the concept of protection, highlighting a lesser-known “G-Spot” — the mammary glands, where most breast cancers originate. Durex’s film encourages women to take control of their health, emphasizing that self-checks are the most effective early detection tool. With one woman in India diagnosed every four minutes, yet only 18% of women knowing how to perform a self-exam, the campaign seeks to bridge this awareness gap.
A digital-first initiative, “The Other G-Spot” uses curiosity-led storytelling. The campaign opens with a confident woman teasing, “I found a new G-Spot, and I can’t wait to show you,” before revealing the twist — she is highlighting the life-saving importance of breast self-checks. The campaign combines sensuality with self-care, positioning self-examination as an empowering, intimate act rather than a clinical obligation.
Kanika Kalra, Regional Marketing Director, Health, Reckitt South Asia, said,“At Durex, we are dedicated to creating platforms that spark open and honest conversations around women’s health and well-being. This campaign, centered around self-care and early detection, is a testament to our belief that confidence and awareness go hand in hand, extending well beyond intimacy. We deeply appreciate the advocates, partners, and voices who have contributed to making this movement both impactful and empowering. Together, we hope to inspire every woman to prioritize her health and recognize that prevention is as vital as pleasure.”
Beyond digital storytelling, Durex has created an interactive social media initiative where users can message “THE OTHER G-SPOT” to receive a private, instructional video on breast self-examination. By delivering guidance in a personalized and intimate manner, the campaign encourages women to take proactive steps in health care without fear or stigma.
“The Other G-Spot” embodies Durex’s evolving approach to protection — one that extends beyond the bedroom into broader wellness and preventive care. By merging education with curiosity, the campaign emphasizes that pleasure and self-care are inseparable, and that protection includes the confidence to prioritize one’s health.
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