CE DESK 
Bold Care collaborates with filmmaker Anurag Kashyap and comedian Samay Raina in a humorous, unfiltered campaign that breaks taboos and engages Indian audiences on sexual wellness.
We recently did a series of commercials with filmmaker Anurag Kashyap and comedian Samay Raina for Bold Care, the top brand in the sexual wellness space in India. From wit to humor, Kashyap’s sexual wellness campaign has been touching on many areas in a humorous and unorthodox manner.
A mock roast of Kashyap and Raina was filmed on location for a commercial, during which both two discuss sex and how they approach it in a frank manner. The campaign is notable for its provocative and candid approach to normalizing the discussion around sexual health through a combination of humor and satirical expression. This BeTrue campaign is Samay Raina’s second with Bold Care and extends the brand’s legacy of engaging the younger generation through comedy and intelligent content.
The commercial has received a lot of attention on social media platforms for its creative approach to condom advertising, with viewers appreciating the chemistry between Kashyap and Raina and the ad’s unapologetic tone. With its focus on creativity and humor, Bold Care establishes itself as a brand that defies taboos and creates platforms for open discussions about sexual wellness in India.
This pioneering campaign highlights the dedication of Bold Care in crafting a new narrative surrounding sexual healthcare that is more approachable and de-stigmatizing, especially for the younger generation residing in the vibrant country of India.
Rajat Jadhav, Co-Founder and CEO of Bold Care said,“At Bold Care, we believe intimacy deserves honest conversations. If a topic feels uncomfortable, that’s usually where the real conversation begins. This film with Anurag and Samay delivers honesty with just the right touch of humor that’s essential when talking about sexual wellness. It reflects how we work at Bold Care. This film is not just another piece of content, it is real, humorous and bold. If this film gets people to pause, reflect or talk about something they usually avoid, then it has done exactly what it was meant to do.”
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