Mumbai: Mumbai, 23rd April, 2014: Durex, the global leader in sexual wellbeing, today announced an exciting new consumer campaign featuring Bollywood’s boldest youth icon, Ranveer Singh, as their brand ambassador. Ranveer has been brought on board to promote the message of safe sex amongst the youth in our country. Introducing a unique concept called ‘Rexing’, Durex’s new campaign reinforces the brand’s belief that ‘great sex moves you’.
The campaign has emerged from the insight that true love and great sex together create a singularly spectacular and magical experience that deserves to be celebrated by everyone, every day. Durex together with Ranveer Singh and a team of accomplished choreographers has developed a dance move called the ‘REX’ – a physical expression of joy and ecstasy experienced after a wonderful sexual experience has moved them.
A brand with a very strong focus and presence on digital medium, Durex has launched the music video “Do The Rex” on www.durexindia.com/dotherex. A team of talented artists comprising of Karan Kapadia (Director), Bosco Caeser (Choreographers), Ravi Varman (Cinematographer) and Mikey McCleary (Music) have come together to create this peppy video. This is not all, the multi-talented Ranveer Singh has himself written and rapped the lyrics of the soundtrack as well.
Nitish Kapoor, General Manager of 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 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”
Bollywood heartthrob 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. I’d like very much for the youth of the nation to talk more openly about safe sex by normalizing 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.”