Creative Execution

We launched a 2-minute digital film that asked people to celebrate sex by doing a new dance move we called the Rex. #DoTheRex delivered a message about safe and consensual sex packed into a Bollywood song and dance. Ranveer Singh used his rapping skills to deliver maximum impact with our audience. The campaign was delivered via YouTube and activated through a series of tactics that included: • Activations on Facebook, Twitter and YouTube • A microsite which allowed viewers to record themselves as they #DoTheRex with Ranveer • Blogger and influencer partnerships • Digital PR and digital media activations

The video received 3 million views. The press began conversation around sexual wellbeing. Over 120 positive sentiment articles were written in the major Indian press about the campaign. The conversation continued on social where the campaign got roughly 30 million impressions on social channels. This allowed #DoTheRex to trend both nationally and globally on Twitter. The microsite received 400,000 hits with a bounce rate of just 38%, a click through ratio of 3.7% and a cost per view of just 1.93%

When it comes to sexual well-being, India boasts of a rather conflicted record. On one hand, its history promotes sex and happiness in ancient scriptures, on the other; modern Indian politicians are quick to impose disturbingly archaic views. This issue was brought to global attention after a series of rapes and women being hung resulting in a state minister saying that rape was a social crime and that “sometimes it’s right, sometimes it’s wrong”. Durex saw the importance of elevating the issue to drive responsible conversation and bring about a cultural change. Partnering with Ranveer Singh, a Bollywood A-Lister loved by people nationwide, Durex aimed to speak to the Indian people about responsible sex through a language they knew, could connect with and love: Bollywood song and dance hosted on YouTube.