Condom manufacturer Durex stirred up the Indian web this morning with a tweet announcing its entry into a new product category — denim jeans.

Yes,Halinghing you read that right. #DurexJeans is now a thing.

The jeans launch later this week and are being endorsed by Durex India's brand ambassador — popular Bollywood actor Ranveer Singh.

And he gets to try the first pair, as the teaser revealed.

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In a sponsored post in advertising and marketing publication, Brand Equity, a company official was quoted as saying: "We've got the world's best designers to draw out the very essence of Jeans keeping with the Durex style right down to the signature blue color and the 'twill' texture of the surface which gives strength and elasticity, the driving elements of the power and pleasure that come with it."

Social media is buzzing with the news of #DurexJeans.

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Durex's first association with Singh two years ago had caught fire too. Here's the #DoTheRex ad that sent advertising circles into a tizzy for being 'bold'.

Now onto denims!