Durex takes over the cover of The Times of India to encourage India to ‘Make love without fear’
On the occasion of World AIDS Day, Durex in India has taken a step further in promoting the message of safe sex by partnering with Creativeland Asia and MTV to launch a nation-wide campaign.
The campaign features a 360 integrated campaign, which will leverage the campaign thought ‘Make love without fear’ through the brand ambassador Ranveer Singh.
After making the nation groove to #DoTheRex, Durex brand Ambassador Ranveer Singh launched the campaign by encouraging the youth all over the country to break the silence and engage in an open conversation around safe sex.
As a part of the campaign a reality show ‘Rex Talk’ will also be aired on MTV. Durex also took over the front cover of The Times of India with a “Protect yourself from bad news” message (see picture).
Commenting on the campaign, Nitish Kapoor, Managing Director – RB India, said, “As a global category leader, Durex is passionate about sexual wellbeing and understands the importance of connecting with youth in the country. Through this campaign we aim to encourage the youth to engage in an open conversation around safe sex and raise awareness around the subject by demystifying the stigma attached to it.”
On the creative execution of the campaign thought Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said: “We are excited to partner Durex in this new strategic direction of encouraging the youth to engage in open conversations around safe sex. What better way to start than to take over the front page of newspapers and news portals with a powerful message of protecting oneself against bad news.”
Ranveer Singh, Durex brand ambassador, added on the latest campaign, “After ‘do the rex’ – the highly impactful first instalment in our association, I’m happy to reunite with my favorite condom brand Durex to present ‘Rex Talk’. Together with Durex I’d like to take an initiative urging young people to bring sex ‘out of the closet’.”
To further the messaging and encourage a positive attitude toward sexual well-being, Durex is making available condoms at Re.1* through the official company website, and online partners Snapdeal and Flipkart.