“I just had safe sex. And I
did a Rex.”
It’s been a week since Ranveer
Singh admitted to this in the Durex commercial. Predictably, it has already gone
viral and got more than a million views on the Internet.
There are 2 kinds of branding
happening here. Brand Sex and Brand Ranveer.
There is nothing secretive or
taboo about sex anymore. Sex does not have to be either sleazy or sensual or
lusty only. It is plain and simple fun. Just like a good, peppy song and dance
number.
And this is where Ranveer
scores (no pun intended).
His first big hit, ‘Band
Baaja Baraat’, established him as the actor to watch out for. Someone who plays
a Delhi loafer in a pretty non-filmy manner. His looks being more of an average
Joe, he had the advantage of fitting into any kind of role.
Soon,’Lootera’, a period
romance film with a non-commercial tone, firmly placed him as an actor to be
taken seriously. Ranveer was suddenly this intense character with surprising
shades to him.
But it was ‘Goliyon ki
Raasleela-Ram Leela’ that won him some recognition as a star. His pairing with
the hottest and the most successful actress of the year, Deepika Padukone, got
him a wider and more colourful canvas. His rumoured relationship with her
helped, of course. The image was now of a lusty lover, Ram, which worked with
the young.
Now, out of the blue, out
shadowing all these films in past four years, it just took a two minute Durex
commercial to give a more welcome image to help define both sex in India and
Ranveer. While Pooja Bedi’s Kamasutra ad was banned, some 20 years ago, Ranveer’s
move has been cleverly plugged as him being the first ‘A-lister’ Bollywood star
to endorse a condom.
All thanks to an excellent
team comprising the director- Karan Kapadia, choreographers-Ceasor and
Bosco,cinematographer-Ravi Varman and music director-Mikey Mcleary.
Ranveer is now widely accepted as this bundle
of energy, who is great fun and a rockstar. His rap song written by himself and
the well-choreographed dance is the perfect way to connect with the young who
love sex. Now they have the permission from the star himself to admit it.
Apparently, ‘Rex’ is defined
as “a physical expression of joy and ecstasy experienced after a wonderful
sexual experience has moved you”.
Going by the ad’s viral popularity,
the young are loving it. Not just because their favourite film star is rapping
and talking to “lovers all over the world”. But because it sends out a clear
message that sex is fun, sex makes you feel good. So good that you sing and
dance all day.
More importantly, the ad does
not talk to married couples. It is specifically addressed to young lovers. It
lifts the taboo on not just sex in general but also premarital sex.
It talks in their kind of
language too.”baarish ko girne do…haath
mein leke khushiyon ka chaata..” To promote safe sex,the youth icon talks
about always carrying a condom in the pocket.
It’s not surprising then that
the commercial will go a long way to boost Ranveer’s
popularity.
Plus the big secret is out. Indians do have sex. They
just need to Rex it up…AHA…AHA... O.M.G…
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