West Indian opener Chris Gayle, who has joined hands with fellow cricketer Dwayne Bravo to recreate the popular "Champion" song for a condom brand, hopes the initiative will help in breaking stereotypes around sex.
Skore condoms announced an association with the West Indies cricketers.
"Discussing safe sex practices still has certain stigmas associated with it in many countries. I hope this partnership can break stereotypes while also promoting the innovative offerings of the brand," Gayle said in a statement.
The association with the West Indies cricketers began through a series of fun exchanges on Twitter, when Skore approached Bravo to recreate the "Champion" song.
Bravo, who has also been roped in to sing a number titled "Jager bomb" for director Anubhav Sinha's upcoming film "Tum Bin 2", is also excited about the initiative.
He said: "Everyone deserves to have some fun but it's even more important to be responsible. That is what a real champion does. I'm excited to be able to encourage others to do just that by recreating Champion for Skore along with Chris."
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Commenting on the association, Vishal Vyas, Head of Marketing, Skore Condoms, said: "The personalities of our ambassadors embody and re-enforce this. With their association, we now look at expanding our marketing efforts to cricket-loving youth."
The campaign is inspired by Bravo's viral hit single "Champion". After launching a Twitter campaign #SKOREfeatDJBravo, the cricketer duo have invited Indian women to shake a leg and send in their entries to feature in the song's new video.
The new video is expected to release in September.
--IANS
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