Mumbai: Bold Care has partnered with comedian Samay Raina to roll out its latest campaign, ‘Protect What’s Precious’, leveraging the scale and cultural relevance of the Indian Premier League.
Timed alongside the ongoing IPL season, the campaign uses humour-led storytelling and cricket-inspired messaging to spark conversations around men’s intimate wellness in a more relatable and accessible manner. The initiative reflects Bold Care’s continued strategy of tapping into high-attention cultural moments to engage audiences at scale.
Executed via a social media carousel on Samay Raina’s Instagram handle, the campaign is designed to align with how digital-first audiences consume content during the IPL. By blending cricketing terminology with everyday humour—through lines such as “Take wickets, not chances” and “Howazzat for staying safe?”—the campaign contextualises its message while maintaining the entertainment value of the tournament.
This collaboration marks another chapter in the ongoing partnership between Bold Care and Samay Raina, with both continuing to explore creative formats that make conversations around men’s wellness more approachable and engaging.
Rajat Jadhav, Co-founder and CEO of Bold Care said on the announcement, “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.”
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