MAM
GroupM appoints Atique Kazi as director Xaxis India
MUMBAI: GroupM has appointed Atique Kazi as director of Xaxis, India.
Kazi moves in from Yahoo!, and in his new role, will be reporting to GroupM India head of trading Prasant Kumar and head of digital Tushar Vyas.
Commenting on the appointment, Kumar says, “Atique brings with him a decade of experience traversing sales, strategy, partnerships and new media technologies. His international experience coupled with his passion for digital and brands will help us scale Xaxis and make it a truly new age company.”
Talking about his new role, Kazi says, “I look forward to an exciting and enriching career at Xaxis. My priority is to leverage my International exposure and digital experience to enhance GroupM‘s vision. I would like to have each and every client to see a marked increase in the quality of work they receive from Xaxis and help them lead in their field.”
Kazi started his career with Ideasnyou.com in 2001.
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.
