NEW DELHI: February may be the shortest month of the year, but for love it is an important month as Valentine’s Day falls on 14 February.

In a bold move to ignite the passion among lovers in this month of love, sexual wellbeing brand Durex has launched a new campaign, ‘Look Up For Love’.

The new campaign aims to demonstrate that when utilized properly, technology can rekindle the romance.

The campaign has been designed in view of the era where technology has become an addiction and where lovers are too immersed in their virtual world on mobiles and miss their real love.

A recent study on one-upmanship in relationships has shown that when a person begins to play with a mobile phone, the partner tends to spend even more time on his or hers. The survey showed that 71.4% admitted using mobile phone very often and 61% agreed that their partner uses a mobile phone frequently.

Consequently, relationships are affected because of the technology and importance of creating a ‘technology-free’ zone with one’s loved one.

The campaign aims to bring together couples who are estranged because of the frequent usage of technology and encourage them to have a more real conversation with each other. For enhancing the relationship and build true connection, Durex has launched the Love Bug – A reminder to the partner that one wants to be #TrulyConnected.

Speaking about the new campaign, RB India Marketing Director Rohit Jindal said: “The campaign is an attemptto inspire couples to ditch the technology, have a more real conversation and connect with each other this Valentine’s Day. We believe that key to a healthy relationship is staying engaged and appreciating every moment with each other.”