Dr Vaidya’s and Baba Sehgal launch rap-led campaign normalising intimacy conversations

Dr Vaidya’s has introduced a pop-culture-driven campaign featuring rapper Baba Sehgal to encourage more open conversations around intimacy in India. The initiative centres on the brand’s Shilajit-infused intimate lube and uses humour, music and accessible language to address topics that many couples still find uncomfortable. By combining the brand’s Ayurvedic grounding with Sehgal’s mass appeal, the film aims to make discussions around sexual wellness direct, relatable and stigma-free.

The campaign recognises that intimacy remains a sensitive subject for large sections of Indian consumers, despite the growing visibility of wellness categories online. By positioning the conversation within the familiar format of a light-hearted rap, the film attempts to break the tension typically associated with topics such as female dryness, male stamina and the general hesitancy couples may feel when discussing their needs. The tone remains deliberately conversational, shifting the narrative from embarrassment to practical dialogue.

Chirag Gada, CEO of Dr Vaidya’s by RPSG Group, said the campaign reflects the brand’s long-standing approach to wellness communication. He noted: “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 normalize intimacy care. Music and humour help break down barriers, and this campaign aims to spark the important conversations that matter.” His comments reflect the brand’s broader ambition to present sexual wellness as a natural component of everyday health, supported by clear information and empathetic communication.

Sehgal’s presence is central to the creative execution. Known for his distinctive style and ability to translate serious messages into catchy, humorous formats, he lends the campaign both familiarity and a sense of cultural immediacy. Discussing his involvement, he said: “Music makes it easier to discuss anything—even those topics that people often shy away from. 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.” His comment aligns with the campaign’s aim of using entertainment to ease discomfort and encourage authentic discussions between partners.

The film positions sexual wellness products not as clinical solutions but as tools that support comfort, confidence and mutual understanding within relationships. By adopting a tone that is neither overly instructional nor sensational, the campaign seeks to appeal to modern consumers who prefer honest, inclusive communication from brands. Dr Vaidya’s uses its Ayurvedic heritage as a foundation for trust while adopting a contemporary creative approach to reach digital-first audiences.

For the advertising, media and marketing industry, the campaign highlights the increasing relevance of culturally attuned storytelling in categories that were previously confined to discreet communication. It also reflects a wider shift towards openness in health and wellness marketing, particularly among younger audiences who expect clarity, transparency and relatability from brands operating in intimate care.

With this collaboration, Dr Vaidya’s signals its intent to widen the conversation around sexual wellness by using creativity to address long-standing cultural barriers. The campaign’s simplicity, humour and musicality position it as an accessible entry point for couples seeking to engage more comfortably with topics that often remain unspoken.