Mumbai: Sexual health and wellness brand Bold Care has announced the launch of their campaign, #TakeBoldCareOfHer with Bollywood star Ranveer Singh, He has joined them as a co-founder and has been working with them behind-the-scenes for more than a year.
With this campaign, Bold Care wants to normalise the conversation around men’s sexual health. This approach aims to change how society discusses men’s sexual health issues and highlight that these issues are very common but at the same time, very easy to solve.
The campaign also stars Johnny Sins – featuring in his first ever ad for an Indian brand. The brand film aims to be a comical parody of a typical Indian TV drama. It tackles the issue at hand, normalising it and presents a scientifically proven solution. Written by Tanmay Bhat, Devaiah Bopanna, and their team, the ad is directed by Ayappa KM. Tanmay and Ayappa have previously worked together on ad campaigns, like the Rahul Dravid x CRED ad. The brand film was produced by Earlyman Films.
Bold Care’s campaign talks to men who have long suffered from sexual health concerns in silence due to embarrassment of fear and judgment. This initiative aims to break through outdated stigmas, bringing taboo topics into the spotlight. The aim is to send a clear message: you are not alone and help is always available!
The campaign is live across various digital platforms such as YouTube, Facebook, Instagram and Twitter.
Rajat Jadhav, Co-Founder of Bold Care, commented on the campaign’s innovative approach by saying: “With #TakeBoldCareofHer, we want to address the stigma around men’s sexual health in India. Our aim has always been to be the category creators in this space and initiate open conversations around sexual health. We’re here to help men overcome their sexual health issues by providing science-backed solutions”.
Singh said, “I’m here with sincere intent to use my influence for raising awareness and making a positive impact. The Bold Care campaign is more than talk; it’s a mission that I am deeply connected to, and I am here to bring a change in how we address men’s sexual health, aiming for tangible solutions and millions of lives impacted all across the country.”
