Durex’s flagship initiative, The Birds and Bees Talk (TBBT), made a significant impact at the Shillong Cherry Blossom Festival 2024, drawing over 30,000 visitors daily to its engaging Health Pavilion. Hosted by Reckitt in collaboration with the Department of Health, the program emphasized life skills through its five pillars—Inclusion, Consent, Protection, Awareness, and Equity—while aligning with the National Health Mission Meghalaya’s goals.
The event, inaugurated by Meghalaya Chief Minister Conrad K Sangma and Union Minister Jyotiraditya Scindia, featured a graffiti competition curated by Guwahati-based artist Pulak Rabha. Participants from Assam, Meghalaya, and West Bengal showcased vibrant interpretations of TBBT’s values. The competition’s winner, Shembhalang Thawbroi, received ₹50,000 for highlighting the pillar of Protection. Other winners, including Nagaon’s Noibid Borah and Kamrup’s Mrinmoy Boro, underlined the program’s regional appeal.
In Shillong, TBBT added economic value by fostering youth engagement and tourism. Vendors and local businesses benefited from the festival’s high footfall, with TBBT drawing significant attention from Gen Z and millennials, boosting demand for creative and health-focused initiatives. “At Reckitt, we aim to inspire meaningful conversations on vital topics through platforms like TBBT,” said Gaurav Jain, EVP, Reckitt – South Asia.
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