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MTV and Durex partner for ‘Rex Talk’ campaign and reality show
MUMBAI: MTV India and Durex have partnered to launch a nationwide campaign ‘Rex Talk’ on World AIDS Day, taking a step further to promote the message of safe sex.
The campaign will be followed up by a reality show to air on the channel early next year.
As a continuation of the ‘Do the Rex’ campaign, brand ambassador Ranveer Singh will encourage youth to break the silence and engage in an open conversation around safe sex through a reality show ‘Rex Talk’.
The campaign will be in three phases, spread over a period of three months.
The campaign has commenced today with print ads and teasers being released. The phase will also see the two brands shortlisting around 15-20 youth from across the country to participate in the show, through various contests.
The second phase of the campaign in January will see the shortlisted participants being taken to places like Goa, wherein they will be given certain tasks to perform.
This will air as a reality show in January end or early February 2015, as part of the third phase of the campaign. During this period, there will also be videos of Singh talking about safe sex doing the rounds.
RB India MD Nitish Kapoor 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.”
Durex aims 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 well being, Durex is also offering condoms at Re 1 on the occasion of World AIDS day today, through its webiste and online partners Snapdeal and Flipkart.
Last year, Durex had partnered with MTV Staying Alive foundation on World AIDS Day and through a digital campaign, distributed 10 million condoms towards 80 MTV SAF projects across 63 countries.