Actor Ranveer Singh, who emerged as a sex icon with his bold condom ad campaign "Do the Rex", says sex is natural and it's time to bring it out of the bedroom.

"Sex is a beautiful and perfectly natural phenomenon. Everyone does it and by no means is it a bad or evil thing. So, there's really no reason to be cagey about it," he said.

"The facilitation of an open and healthy discussion about sex amongst young people is important to combat the repressed status of sex in India," Ranveer said in a statement.

The 29-year-old actor feels it's the ignorance towards the issue that is cropping up problems amongst youngsters and says it's silly that we still shy away from talking about how we came into existence.

"The attitude towards sex in India is one such matter that needs to be brought to the fore and addressed. The trivialisation of sex in the country is rampant. People discreetly make jokes about it all the time but when the time comes to talk about it openly they don't. As such, the hypocrisy surrounding sex in India is widespread. For a large section of the people it's still treated as a taboo subject," he said.


The actor, who has done bold scenes in movies like "Goliyon Ki Rasleela Ram-Leela" and "Band Baaja Baaraat", has collaborated with MTV and Durex, a condom selling brand, to create a web show called "Durex MTV Rex Talk" to promote sex-awareness among youngsters.

The show will go live Monday, on the occasion of World AIDS Day.

The actor has also shot a video, released Sunday, with a message 'Let's talk about sex' to promote the message.

Meanwhile, after "Kill/Dil" failure, the actor is looking forward to "Bajirao Mastani".