Ranveer to preach #DoTheRex theme for Durex

25 Apr,2014

By A Correspondent

 

Durex has announced an exciting consumer campaign featuring Bollywood’s 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 the 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.

 

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 inIndia. 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.”

 

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