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Had great sex? Then ‘Do The Rex’

The brand has roped in Ranveer Kapoor to promote the message of safe sex among the youth. The term ‘Rex’ has been introduced by Ranveer along with creative agency, DigitasLBi

Sarmistha Neogy | Mumbai | April 25, 2014

Durex-TVC Click on the image to watch the TVC.

Durex, the global leader in sexual wellbeing, has unveiled a new campaign, ‘When You Have Great Sex, You #DoTheRex’, featuring Bollywood actor Ranveer Singh as the brand ambassador. Unlike the usual condom ads which objectify women, this campaign is different as it uses the quirky side of Ranveer to convey the ‘Have Safe Sex’ message to youngsters in a fun way. This is the first time that an Indian male celebrity actor is associated with a condom brand.

The campaign introduces the concept of ‘Rexing’ and it reinforces the belief that ‘great sex moves you’. The term ‘Rex’ has been introduced by Ranveer along with the creative agency, DigitasLBi, which stands for the physical expression of ecstasy experienced after having good sex. The lyrics of the peppy soundtrack have been written and rapped by the actor himself.

Nitish Kapoor, General Manager, Reckitt Benckiser 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 our partnership with Ranveer, who is a hugely popular figure and loved by young people across the country, we will be able to positively engage in a discussion around the subject of sexual well-being and safe sex in India. ‘Great Sex Moves You’ is the language Durex is speaking across the globe and we are extremely excited to launch our first campaign with Ranveer Singh – Do the Rex.”

“The brand wanted us to connect with the youth, so we decided to celebrate the coming together of true love with our campaign. First, we broke the name Durex into ‘Do the Rex’ as we wanted to introduce a new word in the dictionary. So it is like if you can’t use the word ‘sex’, then use ‘Rex,’” said Partho Sinha, Creative Head, DigitasLBi.

Commenting about this campaign, Ranveer Singh said, “The Rex is a dance move that signifies the celebration of great sex! When you have had great sex and you want to celebrate the divine experience that has moved you, then you do the Rex. I believe intimacy is never just physical, but emotional too. The attempt was to talk to the youth of the nation more openly about safe sex by normalising the conversation. It was great fun shooting with such a talented team of professionals and I am looking forward to doing more exciting work with Durex in the future.”

The TVC:

[youtube]http://www.youtube.com/watch?v=T1qEnquUFjw[/youtube]

Credits:

Creative Agency: DigitasLBi

Creative Head: Partho Sinha

Creative Team: Ranveer Singh, Partho Sinha, Akshat Bhardwaj

Production House: The Edge Communications Pvt. Ltd.

Director: Karan Kapadia

Producer: NP Prakash & Karan Kapadia

Music: Mikey McCleary

Choreography: Bosco Caesar

Cinematographer: Ravi Varman

Singer: Ranveer Singh

Sarmistha@bestmediainfo.com

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