The Covid-19 pandemic has created a ‘new normal’. But even then, possibilities and opportunities are endless. 'Open Like Never Before', encourages people to live these exact words- to be open, think differently, embrace change and better appreciate what was perhaps previously taken for granted. The campaign has been launched in collaboration with award-winning, London-born spoken word artist, George 'The Poet' Mpanga, who has written an inspirational poem specifically for Open Like Never Before amidst socio-cultural upheavals, in a world forever changed by the global pandemic.

As countries are easing lockdown restrictions and people are looking toward some semblance of normality, the brand is encouraging people NOT to go back to normal – because normal wasn’t good enough. Pointing to ‘norms’ such as shaming women who carry condoms and men not wearing them because they don’t like the ‘feel’, Durex argues that the current crisis represents a unique chance to reset what ‘normal’ looks like. It comes the same week that the president of the British Association for Sexual Health and HIV claimed lockdown is a ‘once in a lifetime’ chance to drive down sexually transmitted infections permanently.

With the entire world going through a strenuous phase, people are reminiscing about the good old days hoping they’d make a comeback. While the battle against the ongoing pandemic is far from over, the need of the hour is to stay happy and upbeat. The narrative of the digital ads has been designed to urge the viewers to change the lens through which they look at life and whole-heartedly embrace the new normal. To make people look beyond the uncertainties and focus on what makes them happy.

Inspired by the brand’s philosophy of 'Karte Ja, Badhte Ja', the narrative of the campaign traces stories of unhindered progress of merchants and users, aided by PhonePe, while the pandemic has effectively changed our ways of life. By enabling safe payments from home and contactless payments everywhere else, PhonePe is helping everyone adapt to their new circumstances seamlessly. The Indian drive for progress has no full stop, as captured in one of the lines in the film - 'Rukna toh humein aata nahin'.

The concept for the ‘Love Will Find A Way’ campaign is founded on recent Bumble research conducted in India which shows that 83% of Bumble users are more interested in dating during these times, 70% claiming that their personal online dating behavior has changed compared to before the outbreak and just under 80% of these users now accepting and trying virtual dating. In India alone, the app has had a 38% increase in video calls from March to May 2020 revealing how virtual connections are becoming an integral part of dating in 2020.

The new communication under “Smile karo aur shuru ho jao” campaign, inspires people to start challenging journeys with optimism. It’s the story of an elderly woman, whose heightened loneliness during the lockdown propels her to take charge of her life with a decision to find companionship. The narrative describes her experience of overcoming inhibitions and fear of social judgment, leading us to witness a pivotal moment in her life after the lockdown where she confidently introduces her new partner to her family and loved ones.