Advertising safer sex products in India can be difficult, because as India.com points out, "When it comes to ‘sex‘, it’s still a taboo."
In an attempt to reach young people despite their elders' prudery. Durex hired popular actor Ranveer Singh to do a completely over-the-top rap number about how good it feels to use the product:
The YouTube page quotes Mr. Singh: "I believe intimacy is never just physical, but emotional too. I'd like very much for the youth of the nation to talk more openly about safe sex by normalizing the conversation."
The video may not be helping the status of women, by surrounding the man with a legion of barely-dressed female dancers, but it gets attention and it's memorable.
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