Bold Care has launched its latest campaign, ‘Protect What’s Precious’, in collaboration with comedian Samay Raina, leveraging the ongoing IPL season to drive conversations around men’s intimate wellness in a more relatable and engaging way.

Link: https://www.instagram.com/p/DWjH6pjAk9y/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Timed with one of India’s biggest cultural and entertainment moments, the campaign uses humour-led storytelling to connect with a wide and diverse audience. Known for tapping into topical trends, Bold Care continues its strategy of aligning with high-attention moments like the IPL to make sensitive conversations more approachable.

Executed as a social media carousel on Samay Raina’s Instagram, the campaign is designed to feel native to how audiences consume IPL content-quick, witty, and shareable. His signature comedic style adds relatability, helping the message land organically among digital-first users.

The campaign cleverly integrates cricketing language into its messaging, with lines like “Take wickets, not chances” and “Howazzat for staying safe?”-blending humour with a subtle yet clear reminder around protection and responsibility.

This marks another collaboration between Bold Care and Samay Raina, reinforcing a creative partnership that consistently delivers conversation-driven campaigns. The duo has been effective in breaking taboos by using humour and cultural relevance as key tools.

Rajat Jadhav, Co-founder and CEO of Bold Care, highlighted that the campaign aims to spark meaningful conversations in a way that feels natural to the IPL moment, without losing the core message.

With ‘Protect What’s Precious’, Bold Care continues to challenge outdated perceptions while normalising discussions around men’s wellness through culturally relevant storytelling.