Saint Valentine’s Day, commonly known as Valentine’s Day or the Feast of Saint Valentine, is observed on February 14 each year. It is celebrated in many countries around the world, although it remains a working day in most of them.
St. Valentine’s Day began as a liturgical celebration of one or more early Christian saints named Valentinus. The most popular martyrology associated with Saint Valentine was that he was imprisoned for performing weddings for soldiers who were forbidden to marry and for ministering to Christians, who were persecuted under the Roman Empire. During his imprisonment, he is said to have healed the daughter of his jailer, Asterius. Legend states that before his execution he wrote her a letter “from your Valentine” as a farewell.

In the modern times, Valentine’s Day brings only two things come to mind. It is all about love and it’s held in the day. But for people truly in love, the real love begins only at night.

Hence this 14th February Durex decided to add spice to just another Valentines day where people express themselves in a number of ways from flowers to candy to proclamations of love; they spend the entire day trying to make it special for each other. The spirit of Valentine’s continued through the night with Durex.

That is when the best love stories are created and told. Thus, Durex decided to host the Valentine’s Night – a night of love where the only thing that speaks aloud is love.

Durex wanted to invite couples to have a night to remember, wherein they would celebrate the power of love with their partner on the night of love.

This was achieved through an app titled “Valentine’s Night”. Users had to upload a picture of themselves and their partner. After tagging their partner, they had to get the most likes for their picture.

The most liked pictures would win invites to the Valentine’s Night Party. Participants could also win dinner dates, movie tickets and other prizes.

The app culminated in a happening party that was held on 14th of February, 2013 in Shroom, Delhi. With Gul Panag(@GulPanag) in attendance, the invited couples danced the night away, while enjoying and participating in various couple games.

Mr. Chander Mohan Sethi, Senior Vice-President, South East Asia-Reckitt Benckiser said, “We envision Durex to be the No 1 Sexual Wellbeing brand because as an organization we believe in well being. Durex stands for love and great sex between couples. Durex is the global No 1 brand and in different parts of the world we are working in association with consumer forums, trade organizations and the government. Our vision is to educate and communicate key messages of safe sex, which is extremely relevant in a country like India.”

According to Kanika Mathur, President, Digitas, the agency that came up with the idea, “Durex has always been about love and sex, connecting couples in love but in a fun way. Hence, Valentine’s night is just the platform the brand needs to own. It does add an interesting dimension to the big day.”

The leading international Sexual Wellbeing & condoms brand has always brought couples together by helping them discover new ways of connecting with each other. Continuing the tradition, Durex, India adds a twist to Valentine’s  by offering the couples a chance to celebrate the Valentine’s night too, making it a night to relish together and remember.

All that one needs to do is to go to the Durex India facebook page and upload one’s and one’s partner’s  photograph. The most liked photographs would win some truly memorable experiences through the Valentine’s night – offline and online – making it a truly integrated marketing initiative.

TUB Verdict: We were present at the venue and it was simply ecstatic. We ought to admit that we herished every bit of Love, Sex, Durex. It was the perfect venue (Shroom) and the delicacies severed were simply yum! The cherry on the cake was the Durex hamper that had pack of condoms and lubes \m/
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