Durex and MTV partner for World Aids Day

Marketing | December 2, 2014 | News

Durex MTV India Ranveer Singh

On the occasion of World AIDS Day, Durex, has taken a step further in promoting the message of safe sex by partnering with MTV to launch a nation-wide campaign “Rex Talk”. 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 through a web-based reality show ‘Durex MTV Rex Talk’ that went live on December 1 .

With approx. 35 million people across the globe infected with HIV / AIDS, of which a large portion comprises of individual who are infected through sexual contact; Durex has stepped forward to positively engage the youth of the country in a discussion around the subject of sexual well-being and safe sex in India. To encourage a positive attitude towards sexual wellbeing, Durex will be offering condoms at Re. 1* on the occasion of World AIDS day through www.durexindia.com and online partners Snapdeal and Flipkart.

Commenting on the initiative, 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 “Rex Talk” 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. We have partnered with MTV for this initiative as both, Durex and MTV are iconic youth brands and will help us reach out to the right audience.”

Bollywood actor Ranveer Singh said “After #DoTheRex - the highly impactful first phase of our association, I’m happy to reunite with my favorite condom brand Durex to present 'Rex Talk'. Together with Durex I'd like to take an initiative urging young people to bring sex 'out of the closet. As the brand ambassador of the world’s leading condom brand it is my duty to encourage and remind lovers to use protection and make love without fear."

Last year, Durex had partnered with MTV Staying Alive foundation on World AIDS Day last year and through a massive digital campaign distributed 10 million condoms towards 80 MTV SAF projects across 63 countries.

Let's talk about sex, says Ranveer Singh, brand ambassador for Durex, at a new reality show launched on MTV for this occasion.

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