Mumbai, Apr 23 IBNS | 8 months ago

Durex, the global leader in sexual well-being, on Wednesday announced a 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 the country.

Introducing a new 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 and a team of accomplished choreographers has developed a dance move called the 'Rex'.

Ranveer 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," he said.

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 artists comprising of Karan Kapadia (Director), Bosco Caesar (Choreographers), Ravi Varman (Cinematographer) and Mikey McCleary (Music) have come together to create this peppy video.

This is not all, Ranveer has himself written and rapped the lyrics of the soundtrack as well.

(Posted on 23-04-2014)

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