Flow

Phase 1

Phase 2

Call for Entry

BOOTCAMP

4 weeks

1st Dec 2014 9th Jan 2015

2 weeks

21st Jan 2014 4th Feb 2015

Phase 3

TV Episodes
2 weeks

22nd & 29th Mar 2015

Phase 1
Call for Entry

Phase 1

1st Dec 2014 9th Jan 2015

Call for Entry

The Durex MTV Rex Talk campaign was launched on World AIDS Day, with Bollywood Star
Ranveer Singh as the Face of the CFE Phase.
The message of Chup a take on Indians staying mum on the topic of Sex was put out through
the 1st promo, ending with the campaign message of Lets Talk about Sex
A nationwide call for entry was launched for the audience to participate in the 14 day Rex Talk
Bootcamp by asking them what do they think about India and Sex
Promotions were done across all MTV platforms for 4 weeks.
The final 12 contestants were chosen from the multiple entries received during this period.

RexTalk WEbsite
Users could register for the campaign via
Video / Tweet / Text / Blog Entries on
mtvindia.com/rextalk

VIDEO Content
Ranveer
Singh Videos
AIDS Day message

Chup - Ranveer Singh

Beep - Ranveer Singh

Online
Sexperiment
Videos
The Sexperiment

Sexperiment on the Streets

RexBusters with Jose 1

RexBusters with Jose 2

College
Videos with
MTV VJs
RexBusters with Zed 1

RexBusters with Zed 2

Cross Channel promos

30 seconder world aids day promos blasted across 4 channels

VH1

Comedy Central

MTV

MTV INDIES

MTVINDIA WEbsite
Takeover of the MTV India Homepage

MTVINDIA WEbsite
RexTalk Banners ROADBLOCKED for the entire day (World AIDs Day)
on all MTV India pages

Additional TV Video Content

4 Extra World AIDS Day Ads played on MTV & MTV Indies
Under the #RexTalk Communication

Additional TV Video Content

Each video ended with the communication
Lets Talk About Sex and
A Safe Sex Initiative by Durex and MTV with
the call for action to the RexTalk website

Editorial integration
Quiz hosted on the website asking people to test their knowledge on sex
leading to #Rextalk communications

Social Media Visibilty

Cover photos on MTV India, Splitsvilla, Stuntmania and roadies changed to
Rex Talk.

Facebook Posts

Posts across all our MTV Facebook pages

Twitter
Tweets throughout the day with
MTV VJs supporting it

Phase 2
Bootcamp

Phase 2

21st jan 2014 4th feb 2015

Bootcamp
The second phase of the Durex MTV Rex Talk campaign was launched with MTV VJ Anusha Dandekar
as the host of the Bootcamp
12 shortlisted contestants where flown down to Mumbai for a 14 day Boot camp
12 contestants were divided into 4 teams of 3 members each
Everyday the teams were givens tasks related to Sex Awareness which they performed on the streets
of Mumbai

Videos were released the very next day, everyday on MTV India online during the Bootcamp
Teams gathered points via social media interactions (ie. Video views, likes, tweets, etc.) on their team
hashtags.
The team with the highest points wins a trip to Amsterdam

Rex Talk Teams

#RexSafe

#RexLonger

#RexBusters

#RexFun

Day Wise Task videos

44 Videos were released in the span 14 days promoted on all MTV digital platforms

Day Wise Task videos

44 Videos were released in the span 14 days promoted on all MTV digital platforms

Contestants Social activity

Contestants Social activity

Phase 3
TV Episodes

Phase 3

22nd Mar 2015 & 29th mar 2015

TV Episodes
Highlights from the Bootcamp were converted into half-an-hour episodes specifically for TV

Results?

Numbers
Number of Videos Released during the campaign

58
Video views on MTV Platforms

4.2 million
Video views on MTV & Durex Platforms

5.1million

Numbers
Entries Received (Text, Blog, Tweet & Videos)

Website Visits

10392 Entries

2.1 mn

Banner impressions

Facebook Posts

16.4 mn

96

Tweets

Audience
64% Mobile device Users

14821

41% Female

Videos which worked

386k Ranveer Singh - Chup

232k Ranveer Singh- AIDS Day message

325k Ranveer Singh - Beep

Videos which worked

357k - Sexperiment on the streets

258k College Video 1

311k - Sexperiment

232k College Video 3

Videos which worked

257k Task 3 Innuendo Bingo

104k Task 2 Where Dat Condom

102k Task 5 - Debate

125k Task 12 Myths about Sex

PR coverage

Did we get people to talk about sex?

Reactions

Reactions

Reactions

Reactions

A Bootcamp like no other