MAM
Dr Vaidya’s turns up the heat as Baba Sehgal raps on intimacy
MUMBAI: If talking about intimacy often feels like walking on eggshells, Dr Vaidya’s has decided it’s time India danced instead roping in none other than rhyme-royalty Baba Sehgal to drop a rap-fuelled campaign that swaps awkward whispers for catchy beats.
The brand’s latest film centred on its Shilajit-infused intimate lube leans unapologetically into humour, pop-culture cues and straight-talking language to make sexual wellness feel like just another everyday conversation. In a country where intimacy still gets hushed into corners, the campaign flips the script by bringing relatability, music and a little swagger to the table.
By pairing Dr Vaidya’s long-standing Ayurvedic credibility with Baba Sehgal’s mass cultural pull, the film is aimed squarely at today’s digital-native consumers who expect brands to be frank, inclusive and shame-free. Topics like female dryness and male stamina, often treated as uncomfortable or embarrassing, are addressed with refreshing ease turning once-taboo concerns into issues couples can actually talk about without flinching.
Dr Vaidya’s by RPSG Group CEO Chirag Gada says the idea was simple: make wellness conversations honest without making them heavy. “We’ve always believed that wellness conversations should be straightforward, honest, and built on trust. This partnership with Baba Sehgal really captures that energy and relatability, pushing to normalise intimacy care. Music and humour help break down barriers, and this campaign aims to spark the important conversations that matter.”
For Baba Sehgal, the campaign was an instant yes. “Music makes it easier to discuss anything, even those topics that people often shy away from,” he said. “When I found out about this campaign, I knew it needed a fun, bold rap. If my style helps couples open up, laugh, and have more honest talks about intimacy, then that’s a win all around.”
With a trademark blend of cheekiness and clarity, the campaign signals a much-needed shift in India’s intimacy narrative, one where partners can swap stigma for conversation, discomfort for humour, and silence for a beat that everyone can groove to.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
