Saudi Arabia is known for being conservative, creating a challenge for Reckitt-owned Durex, a leader in the personal care market. Contraceptives are still a taboo subject in the Kingdom so Durex saw an opportunity in 2022 to get creative.
In partnership with VICE Arabia, Durex Records (or Tasjeelat Durex as it is known in Arabic) was created to make the brand culturally relevant to the region’s youth and raise brand awareness.
Durex Records not only successfully set up a platform for the thriving Arabic hip-hop movement and showcased the work of numerous gifted artists, but the record label has since gone from strength to strength, giving an unfiltered voice to a wide variety of Saudi artist
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