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Durex The Birds and Bees Talk associates as a health partner at the Shillong Cherry Blossom festival 2023

21 November, 2023: Durex The Birds and Bees Talk (TBBT) is a programme by Reckitt, a company in the consumer health, hygiene, and nutrition, segment. This programme marked its association this year in the third edition of the Shillong Cherry Blossom Festival as its health partner. TBBT or The Birds and Bee Talk is being implemented in six states in India covering the Northeast, Gujrat and Delhi. This is being organized by the Department of Tourism Meghalaya. This cultural and musical extravaganza is an annual feature, catering to popular culture, and is a major attraction for Northeast India, and is inspired by indigenous and local trends. A blend of international, national and local musicians was witnessed at the festival who left the audience enthralled with their performances.

A virtual reality adventure based on the five principles of the program was organized in a display corner which engaged the children with its interactive Run to Learn game. An exclusive glimpse of the upcoming Durex TBBT rap album was provided by Meghalaya based rapper, A. Hosea. This album features a song that is influenced by the fundamental principles of protection, awareness, inclusion, consent and equity. The TBBT Conscious Corner provided an inclusive and safe space for adolescents who are maneuvering the challenges of growing up. This emphasizes the commitment of the program towards wellbeing and holistic education. 

Executive Vice President, Reckitt – South Asia, Gaurav Jain, said that this initiative aims to respond to the evolving world and shape the new generations. Music, he said was a potent tool that creates high recall and a lasting impression. He lauded their collaboration with some vibrant musicians of Northeast India. This initiative he reiterated spreads the message of health and well being to the children and youth who attend the Shillong Cherry Blossom Festival.

Director, External Affairs & Partnerships, SOA, Reckitt, Ravi Bhatnagar, said, that this festival works towards shaping the young minds through open platforms of communication, which provide a transformational journey to the youth.

Shri Arpit Upadhyaya, IAS, Deputy Commissioner, Ri Bhoi District inaugurated The TBBT Conscious Corner. 

District Commissioner, Ribhoi, Meghalaya said, that music and art and culture are an effective medium to connect with children, the youth and young adults.

A thought-provoking panel discussion was also held on the occasion.



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