‘Make love without fear’, urges Durex via new campaign

02 Dec,2014

By A Correspondent


On the occasion of World AIDS Day, Durex, the global leader in sexual wellbeing 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.


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.”


Sajan Raj Kurup

On the creative execution of the campaign thought Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, “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.”


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 through online partners Snapdeal and Flipkart.


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