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Durex’s chatbot RexBot Page becomes a sex guru

IPG’s Ansible has developed this consumer engagement initiative through chatbot, arguably India's first

Durex has launched the RexBot Page, arguably first-of-its-kind chatbot that will allow direct consumer engagement with curious minds across the world through the Facebook Messenger. Like any other chat on the messenger, the RexBot will be accessible to consumers via a private and secure chat window where they can interact and engage with the RexBot for discussing their unanswered most complicated questions about sex.

Considering the huge range of data available on the internet, it is difficult for a consumer to judge what can be trusted and what to avoid, this is where the DurexBot Page comes into the picture with an assurance of credible information. When chatting, the consumer will be interacting with an animated character called Rex who will have dedicated sections of content specially curated for both male and female audiences. With an underlying thread of gentle humour, the content will be conversational and tailor made for the new age consumer.

“It's an open secret, that as a society we hesitate when it comes to talking freely about sex. To address this barrier and keeping in mind the privacy that consumers expect, we have launched the RexBot. We realise the need for such an engagement platform where people can freely ask any question they may have around sex and have it answered by a credible source in a conversational manner,” said Rohit Jindal, Director Marketing, RB India.

The chatbot has been designed and created by Ansible, the full service mobile marketing division of IPG Mediabrands India. The ChatBot’s content has been embellished with interesting illustrations and the look and tonality will be in the distinctive Durex style which the youth can relate to. To make the interaction more appealing, the Bot will also use various Gifs and Memes to keep the consumers engaged.  Some popular keywords and other features have also been added to make the interaction does not seem non-human.

“We have specially created two animated characters called Rex and Roxy who are the ‘sutradhar’ for content on male and female sexuality. Users of the Bot can ‘Buy’ Durex products as well as ‘View’ Durex content (TVCs etc).  This ensures that there is closure of the loop on engagement.  We have added some features and popular keywords to ensure that the interaction does not see non-human,” said Anjali Hegde, CEO, Ansible India.

She further added, “The RexBot has generated a fair amount of interest in the RB global system.  We knew we are on the right path when we were told that RexBot would be launched in the US market.”


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