Bold Care has launched its latest campaign, ‘Protect What’s Precious’, in collaboration with comedian and content creator Samay Raina. Timed with the ongoing Indian Premier League season, the campaign has aimed to drive conversations around men’s intimate wellness using humour-led storytelling.
The brand has aligned the campaign with the scale and reach of the IPL, positioning it as a mass entertainment moment to engage a wider and more diverse audience. It has continued to focus on topical, cultural moments to expand visibility and relevance.
The campaign has been executed through a social media carousel on Samay Raina’s Instagram handle in collaboration with Bold Care. It has been designed to reflect native content consumption patterns during the IPL, using contextual storytelling and humour to deliver the message.
Creative elements in the campaign have drawn from cricket terminology, including lines such as “Take wickets, not chances” and “Howazzat for staying safe?”, to integrate the theme of protection within the sporting context.
This has marked another collaboration between Bold Care and Samay Raina, with the partnership continuing to focus on conversation-led campaigns around men’s wellness using digital-first formats.
The campaign has reinforced Bold Care’s approach of leveraging high-attention cultural moments to normalise discussions around intimate wellness.
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“With ‘Protect What’s Precious’, we wanted to leverage the IPL to start conversations in a way that feels natural to the moment. This is a space we’ve consistently shown up in, using humour and cultural insight to make conversations around men’s intimate wellness more accessible. Our continued collaboration with Samay Raina allows us to do this in a voice that audiences connect with, helping us reach a wider audience without losing the intent behind the message.” — Rajat Jadhav, Co-founder and CEO of Bold Care
