Is denim having another big moment? U.K. retailer John Lewis (home of the Christmas ads that everyone looks forward to) just launched its own premium jeans line And/Or, and now, condom brand Durex has some skin in the game.
On Wednesday, the brand announced the launch of "Durex Jeans" for the Indian market.
To herald the denim line's arrival, it released an ad on social media with Bollywood star Ranveer Singh emerging from a dressing room proclaiming, "Durex is launching jeans, and I'm going to be the first one to wear it. Hey .. it fits really well!"
A microsite describes the denim as "designed for the passionate" and "a pair of jeans you can't do without."
We're wondering, though ... Turns out in France, Durex happens to sell a line of condoms called "Jeans." Could this just be a big fake-out?
Mr. Singh is no stranger to the brand. He previously starred in a Durex spot in which he showed viewers how to "Do the Rex."