It is not often that founders of companies are seen promoting their brands through an ad, but when it comes to actor Ranveer Singh you never know. The actor stuck to his mettle as he made a bold move with the new ad campaign featuring porn star Johnny Sins. The campaign, titled #TakeBoldCareOfHer, which has taken the Internet by storm, seems to already have done wonders for the business. “The business has witnessed a significant growth of 3000% within 24-48 hours of the release of the campaign. Though, it is a short-term flip but a crazy experience. The growth experienced is across all product lines. However, our ED, PE and Condom range are two categories which have picked up very well,” Rajat Jadav, founder and CEO, Bold Care, told BrandWagon Online.
Interestingly, the company is now all set to enter the women’s sexual wellness category. Jadav claimed that similar to the men’s wellness category which was started by three guys, the company has roped in female co-founders to launch the new vertical. “It would have been rather strange if three of us men would have worked on the vertical,” Jadav quipped.
The start-up claims that despite being operational in a disorganised category one of its aims is to build a strong recall when it comes to the solution of men’s sexual health. Perhaps this is also the reason why it claims to have created a strong logistics and delivery mechanism. The company claims to have built a turnaround time of one and a half days when it comes to delivering orders pan-India. “What we have been able to get in the last 24-48 hours is an absolute amount of awareness for the company. If this had been the day we were just launching, it would have been very hard for us to figure out how to work with the kind of traction we are getting right now, but that’s not the case as we have been in the business for a while now. We would be most likely to do twice or thrice the number of orders in the next couple of weeks,” he explained,
Moreover, the company claims to have achieved profitability in terms of unit economics. Jadav goes on to state that there is no plan to turn it into a profitable business as the focus is on driving growth. “We have been in a very competitive category and the category has seen a lot of fundraisers, we never really raised a lot of money and have always been frugal with the way we have done. But it’s been a long time since we have been CMC positive. If I have to turn the business profitable, I can turn it around quickly but I do not intend to burn the money. For us, it is more about growth,” he noted.
Furthermore, the company claims to have clocked 200% year-on-year growth in terms of the return on ad spends (ROAS). According to Jadav, the ROAS has been better every quarter from the previous quarter since the launch of the brand, adding that the company generates 50% of its revenue organically. “Consistency is the key. There is no playbook, it is not that the category is well built and the goal is to take five percent market share, but it is about creating a whole new category. So, it is quite hard in the beginning. If you see our packaging, it is very neat and clean and so is our website. We don’t make any false promises and that starts giving you dividends once you are on the other side,” he added.
As Jadav team now goes back to the drawing board to create a strategy to fuel growth, there is one thing he is clear about the company would refrain from over-spending on advertising. “Three days back or even more than that, there were no conversations about men’s sexual health in the country. Humour has always been a good way of breaking into a very difficult conversation. We have been able to do that so far with the kind of engagement we got. This was the first step towards normalising the talks around men’s sexual health,” Jadav said.