Summary
- Campaign Name: “Do The Rex”
- Product/Focus: Durex condoms, emphasising pleasure, confidence, and open conversation over just safety.
- Goal: The primary objective was to break the taboo surrounding discussions of sex and safe sex in India. By using a mainstream celebrity and a fun, unconventional approach, Durex aimed to positively engage with the youth and encourage more open conversations.
- Tagline: The campaign aligned with Durex’s global messaging of “Great Sex Moves You”.
The “Do The Rex” campaign was a groundbreaking Durex advertising initiative launched in April 2014, featuring Ranveer Singh as the brand’s first A-list Bollywood ambassador. The campaign aimed to normalize conversations about safe sex in India through a catchy, entertaining music video
The concept and narrative
- Concept: The core idea behind “Do The Rex” was to introduce a new, fun term for sex. “Rex” was presented as a signature dance move and a physical expression of joy and ecstasy experienced after a great sexual encounter.
- Creative Input: Ranveer Singh played a central role in the campaign’s creativity. He reportedly wrote and rapped the lyrics for the commercial’s catchy soundtrack, a unique move that highlighted his past experience as a copywriter.
- Format: Instead of a traditional 45-second commercial, the campaign was launched as a two-minute music video on a microsite and social media platforms. The video featured Singh in his signature high-energy style, including a choreographed dance routine.
Impact and Reception
- Viral Success: The video was an instant hit, garnering over 300,000 views within the first 72 hours of its launch and quickly reaching a million views.
- Cultural Shift: The campaign was widely praised for its bold and direct approach to a sensitive topic. It shook up traditional Indian advertising for adult products, which often relied on metaphors or hush-hush tones.
- Industry Benchmark: The ad is remembered as a benchmark in Indian advertising for breaking norms and using an A-list celebrity to champion a social cause related to sexual wellness.
- Follow-up Initiative: The success of “Do The Rex” led to a follow-up initiative on World AIDS Day called “Rex Talk,” in partnership with MTV, which featured a reality show encouraging young people to talk openly about safe sex.
