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Durex, from the house of Reckitt Benckiser Group Plc, is one of the most innovative players in the condom category and surely stands out not only in terms of their marketing, but also with their product offerings.The brand has recently launched a chatbot called Rex Bot for people to have conversations around sex, which is still considered a tabooed topic in India.
Project Intercept’s lead partner, Seattle Against Slavery, is working with counterparts in 21 other U. cities, including Boston and Houston, to deploy the bot more widely.This is the first time, that a player in the condom category has launched a chatbot for their brand.From getting Ranveer Singh as the first celebrity to endorse a condom brand on board, to launching a rap song #Do The Rex, to experimenting with flavours, like- eggplant to creating huge noise before the launch of Durex Jeans – the thinnest condoms for the denim and the Tinder generation, Durex has always been in the news and for the all the right reasons!“Wasting their time and delivering a deterrence message could change their perspective on what they’re doing.”Project Intercept was started in 2012 by two Microsoft employees after seeing a documentary about sex trafficking, .“I thought we should be able to use the things that we work with every day to help,” says Greg, a senior product manager at Microsoft, who asked not to disclose his last name to avoid recriminations from people involved in the sex trade.
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Hashtag #Rex Bot also trended on Twitter and created a lot of conversations.