Since 2012 • Flagship DKT Brand
Turning up the heat, safely
Josh is one of Pakistan’s most trusted condom brands, known for combining safety with confidence and responsibility with fun.
As a flagship brand of DKT Pakistan, Josh has played a vital role in normalizing conversations around family planning, use of contraceptives, building consumer trust, and ensuring that protection is accessible, affordable, and reliable.
Purpose & Principles
Driven by Purpose
Empowering choice and safety across every community in Pakistan.
Vision Statement
“A Pakistan where every individual has the knowledge and freedom to protect their health, plan their future, and embrace intimacy responsibly.”
Awareness • Freedom • Responsibility
Mission Statement
“To provide accessible, innovative, and trusted family planning solutions that inspire safe and confident choices.”
Accessibility • Innovation • Trust
Strategic Positioning
The Only Mid-Price Innovative Leader
The Only Mid-Price Innovative Leader
Josh is positioned as the only brand in the mid-price segment offering an innovative and broad range of products with bold, boundary-pushing advertising.
What Drives Us
Our Core Values
Five guiding principles behind every product, packaging, and message we deliver.
Empowerment
Encouraging informed and confident decision-making for all individuals.
Accessibility
Ensuring quality protection is always within everyone’s reach.
Responsibility
Promoting safety and wellbeing at every single step of intimacy.
Innovation
Continuously introducing products that fit modern evolving needs.
Trust
Building lasting consumer confidence through uncompromised quality.
Nationwide Impact
A recognized household name trusted by millions
Josh supports Pakistan’s family planning and reproductive health goals by making protection accessible to diverse communities across urban and rural landscapes.
Nationwide Presence
Widely available through pharmacies, retail outlets, and e-commerce platforms.
Key Differentiators
What Sets Josh Apart
Combining bold communication with uncompromising product standards.
Youth-Centric Branding
Relatable campaigns that engage consumers with humor, boldness, and confidence.
Affordable Quality
Premium-level protection made genuinely accessible to everyone across Pakistan.
Continuous Innovation
New variants and packaging tailored carefully to modern consumer preferences.
Trust in Every Pack
Strict adherence to international and global safety and manufacturing standards.
Communication Strategy
Breaking Silence & Taboos
Explore how Josh redefines protection through daring and relatable storytelling.
BCC Strategy
Behavioral Change Ads
Normalizing conversations on contraception using behavioral change communication (BCC), breaking down taboos surrounding condom use in Pakistan, and making condom buying easy and stigma-free.
- Simplifies purchasing confidence
- Normalizes over-the-counter purchases
Marital & Fun Focus
Couple-Centric, Family Oriented & Fun Ads
Through daring yet relatable storytelling, Josh breaks the silence around protection, inspiring couples to embrace safety with confidence and joy — even after marriage.
- Strengthens marital partner communication
- Infuses humor with intimacy
Bold & Boundary-Pushing
Stigma Breaking, Bold Ads
By portraying intimacy with honesty, humor, and heart, Josh redefines protection — not as a taboo, but as a celebration of choice and safe pleasure.
- Honest and empowering narratives
- Celebrates safe pleasure
