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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.
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Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
