MAM
Bold Care launches ‘Protect What’s Precious’ campaign with Samay Raina
Humour-led IPL-themed drive aims to spark conversations on men’s intimate wellness.
MUMBAI: Bold Care has decided to play a straight bat this IPL season except this time, the message is all about protecting what’s precious. India’s leading men’s sexual health and wellness brand has rolled out its latest campaign, ‘Protect What’s Precious’, in collaboration with popular comedian Samay Raina. Timed with the ongoing IPL season, the campaign cleverly uses humour and cricketing lingo to make conversations around men’s intimate wellness more approachable and engaging.
Executed as a social media carousel on Samay Raina’s Instagram handle, the campaign taps into the massive reach of the IPL, one of India’s biggest entertainment spectacles. It draws on cricket terminology with witty lines such as “Take wickets, not chances” and “Howazzat for staying safe?” to deliver its message in a fun, contextual way that feels native to how audiences consume content during the tournament.
The campaign builds on Bold Care’s track record of leveraging high-attention cultural moments with humour-led storytelling. This marks yet another collaboration between Bold Care and Samay Raina, reinforcing a creative partnership that has consistently delivered relatable, conversation-starting campaigns.
Bold Care, co-founder and CEO Rajat Jadhav said the campaign was designed to feel natural to the IPL moment. “With ‘Protect What’s Precious’, we wanted to leverage the IPL to start conversations in a way that feels natural to the moment,” he noted. “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.”
By aligning with the scale and entertainment value of the IPL, Bold Care aims to engage a significantly wider and more diverse audience while continuing to challenge outdated perceptions and normalise discussions around men’s intimate wellness.
In a season full of boundaries and sixes, Bold Care is reminding everyone that the smartest play is always to protect what matters most and doing it with a healthy dose of laughter.
MAM
Shoppers Stop elevates Biju Kassim as GSS Beauty CEO
Move comes as GSS Beauty scales global brand partnerships in India.
MUMBAI: From store shelves to global shelves, the beauty game is getting a sharper makeover. Shoppers Stop has elevated Biju Kassim as managing director and chief executive officer of Global SS Beauty Brands Limited (GSSBB), signalling a stronger push into the premium beauty segment. The move builds on Kassim’s role in setting up GSSBB, a wholly owned subsidiary that has quickly positioned itself as a fast-growing distribution platform for global beauty brands in India. The unit has been central to Shoppers Stop’s ambition of expanding its footprint in the high-margin beauty and luxury categories.
Chairman Nirvik Singh noted that Kassim’s experience across the beauty ecosystem and his understanding of premium and luxury consumers would help steer the next phase of growth. The focus, he indicated, will be on sharpening the company’s beauty portfolio and scaling partnerships with international brands.
Kassim, for his part, steps into the role at a time when India’s premium beauty market is undergoing rapid evolution, driven by rising consumer aspirations and increased access to global labels. He highlighted that GSSBB will remain a key strategic pillar, with an emphasis on expanding brand partnerships, enhancing consumer experiences and driving growth across markets.
As global beauty brands continue to eye India as a high-growth destination, Shoppers Stop’s bet is clear: owning not just the shelf, but the entire beauty ecosystem behind it.
