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.