Comedian Samay Raina has joined hands with filmmaker Anurag Kashyap for a condom advertisement that has quickly become a talking point on social media. Written by Raina, the campaign marks a departure from the typical approach to condom advertising in India, choosing satire and sharp humour over the usual safe and serious messaging.
A different take on condom advertising
The advertisement opens with a tongue-in-cheek exchange between Raina and Kashyap, marked by sarcasm, double entendres, and quick repartee. Kashyap delivers his lines in a deadpan style that plays off Raina’s cheeky tone, creating a dynamic that feels more like a comedy sketch than a product plug.
By steering away from tropes long associated with condom commercials, the campaign leans into irreverence, making intimacy a subject of humour rather than hushed seriousness. Viewers have praised the experiment for its freshness, with comments such as “Can’t believe the censor board passed this masterpiece” and “Only Anurag Kashyap can give it back to Samay like that” circulating widely across platforms.
“At Bold Care, we believe intimacy deserves honest conversations. If a topic feels uncomfortable, that’s usually where the real conversation begins. This film with Anurag and Samay delivers honesty with just the right touch of humour that’s essential when talking about sexual wellness. It reflects how we work at Bold Care. This film is not just another piece of content; it is real, humorous and bold. If this film gets people to pause, reflect or talk about something they usually avoid, then it has done exactly what it was meant to do,” Rajat Jadhav, Co-Founder and CEO of Bold Care, said.
Online reactions
The campaign has also sparked a flood of witty responses online. Viewers called it the “greatest collab of all time,” while another joked, “I guess we will see Anurag Kashyap in Latent Season 2.” Others praised the creative team behind the spot, with comments like “Your marketing team needs a raise” and “Please someone ask these Bold Care people to write scripts for Hindi cinema,” underscoring how the ad has struck a chord with audiences beyond just product marketing.