Recently, Boldcare, a male sexual wellness company, posted their latest ad campaign #TakeBoldCareOfHer in collaboration with co-founder Ranveer Singh and American pornographic actor, Johnny Sins.
The ad is conceptualised by Moonshot. Written by Tanmay Bhat, Devaiah Bopanna, and their team, the ad is directed by Ayappa KM. The brand film is produced by Earlyman Films.
This campaign is a comical parody of a typical Indian TV drama where the ‘bahu’ threatens to leave the house due to dissatisfaction with her husband’s performance in the bedroom. Ranveer Singh offers a Boldcare product that sorts the problem and tells Sins (the husband) to take bold care of his wife.
The campaign has generated mixed reactions from the audiences with several calling it ‘crass’ and ‘insensitive’ as they believe it normalises a saas slapping her bahu. Some applaud the campaign for its uncanny collaborations and call it a ‘multiverse.’
According to brand consultant Karthik Srinivasan, this ad makes the product category far more accessible to a wider set of people beyond it being used in hushed tones.”
The long-form ad also received scorn for its integration of a porn star and people condemned it for being ‘woke’ and ‘cringe.’
Vinit Patil, associate creative director at Sociowash has drawn a comparison between the recent rager of Super Bowl ads and this campaign being a ‘super bold’ ad.
However, a fraction of the internet is still sore over the marketing stunt pulled by Poonam Pandey’s ‘fake death’ and believes that advertisers need to progress beyond limited narratives.
“For me, the recall value of these advertisements is certainly high. However, it seems we may be facing yet another instance of premature ejaculation in terms of long-term impact,” said a user on LinkedIn.
Many viewers noted the ‘lack of writing’ and believed it could be better with such a cast.
“Whoever came up with this ad deserves a raise," an X user said, while another user compared it with a Deadpool and Wolverine crossover.
Another user said, "Is it for real??? Johnny Sins and Ranveer Singh? What all do we have to see now?"
With comparisons between Singh and Sin's acting and accusations of it being cringe, the ad has generated buzz within hours.