In India, censorship doesn't allow the expression of "sex" on any broadcast channel. Words like penis, vagina and many words of the local "Hindi" dialect are considered derogatory and Indian Ministry of Broadcast imposes a "beep" on all related words. Hence broadcast in India is marred by beeps. In the land of rampant sex crimes and unwanted pregnancies "sex" is beeped out.

Durex MTV Rex Talk campaign runs on the chromosome that all the issues related to sex, are because we Indians do NOT talk about Sex.

To launch the campaign MTV used *beep* as the tool, to shake up the youth and realise the sheer necessity to talk about sex. We must "unbeep" sex from our lives, and because talking about it will create all the awareness we need to make India rise beyond its current image of an unsafe nation.

RexTalk released 2 videos on “World’s Aids Day” featuring superstar Ranveer Singh ranting about regressive Sex habits of India’s youth. The videos released on mtvindia.com, MTV's Youtube Channel, Facebook page. CFE to the show asked the youth to shoot videos/blog/tweet on what they think about sex in India. Based on entries, we selected 12 contestants from 10,300 entries nationwide. In the show, contestants had to perform tasks to bust sex myths, do street sketches, and talk to people about Sex. 48 webisodes in 14 days were made live online. Rex Talk was promoted MTV India and MTV Indies TV channels.

By the end of Durex MTV RexTalk, the campaign received 5.1 million video views and got a social media reach of 8.3 million. Durex's Spontaneous Awareness scores went up by 44%, Brand For Me score went up 40%, Brand I Love score went up 29%. Market Share in the top 35 markets went up by 90 basis points (4.8% to 5.7%) and in the two largest markets- Mumbai & Delhi it went up by 400 bps (11.6% to 15.6%) and 180 basis points (8.7% to 10.5%) respectively.