ABOUT

Reaching the youth in the region, in a culturally sensitive category, meant finding a way in without forcing the conversation.

Durex Records was built as a platform rooted in music — supporting emerging regional artists and placing Durex Arabia within a space that already carries expression and emotion.

The thinking was informed by an earlier audience-led series that surfaced a clear gap: people had questions, but nowhere to ask them. Creating that access shaped how the brand could show up with relevance.