Nobody carries as much weight or talk-ability in India as Bollywood stars. So we enlisted the help of a true A-lister - Ranveer Singh. Together, we created a song and dance that was deliberately loud and provocative to get people talking. Reckitt Benckiser then took an incredibly brave decision: they left the comments area on YouTube open. Within 2 weeks, the video had been seen over 2 million times, and the conversation had started. Some people loved it. Others felt intimidated. Either way, it was job done. People were finally having an open discussion about sex in a public forum.

The film created a lot of discussion in the social space, with people from all walks of life wanting their say. The film became an internet trend—people made spoofs, wrote blog posts and created memes. It also received national news coverage, getting more and more people talking about sex. The overall media coverage generated equated to 50% of the Durex annual media budget.