The campaign kick started on the “World’s Aids Day” featuring Ranveer Singh, current heart throb among youth (it’s for the first time ever an A-lister associated with a condom brand), provoking youth to come out and talk more often about Sex.

16 contestants divided in 4 teams were each given the tasks that involved busting common Sex Myths, Talking with people on street about a subject that’s considered taboo, etc. And many short videos of each day activities went online every day.

As slow internet speed is a big issue in India, we restricted the video duration to 2 minute.

Durex MTV RexTalk was a rocking success. By the end of the program

• Brand’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 where the program had maximum viewership it went up by 400 bps (11.6% to 15.6%) and 180 basis points (8.7% to 10.5%) respectively.