The communication goal was to build the Durex brand image - 'Protection with pleasure' - at the same time ensure a brand presence just 8 inches away from the consumer's eyes.

The Media team did a survey within the online community, which clearly indicated that downloads and e-forwards are very commonly used by the youths in India.The team suggested e-forwards, as this would be the fastest and the most effective way to get the communication across the youth, the major chunk of target audience.

The submission is special because we have managed to ensure brand presence just 8 inches away from the consumer's eyes by creating a screen saver that can be used as an e-forward.The idea is great in its context because any person receiving this e-forward would relate with it and get involved by chain forwarding it. At the same time this screen saver has leveraged the popularity of the Windows Operating System and uses humour to build in the brand message effectively.

This should be a winner as this screen saver has been effectively used as a chain forward. This has helped promote Durex well enough among the youth.