Mumbai, 09 December 2025: Intimacy is still a difficult subject for many Indians to discuss, and Dr Vaidya’s is tackling that hesitation head-on with a sharp, pop-culture-led campaign featuring iconic rapper Baba Sehgal. Centred on the brand’s Shilajit-infused intimate lube, the campaign uses humour, music and everyday language to make conversations on sexual wellness feel natural rather than taboo.
By blending Dr Vaidya’s trusted Ayurvedic expertise, with Baba Sehgal’s mass appeal, the film speaks directly to modern, digital-first consumers who expect brands to be frank, inclusive and empathetic. Issues such as female dryness and male stamina are addressed in a light, approachable tone, turning what is usually an awkward topic into one that couples can openly engage with.
“We’ve always believed that wellness conversations should be straightforward, honest, and built on trust,” said Chirag Gada, CEO – Dr Vaidya’s by RPSG Group. “This partnership with Baba Sehgal really captures that energy and relatability, pushing to normalize intimacy care. Music and humor help break down barriers, and this campaign aims to spark the important conversations that matter.”
Baba Sehgal himself shared his enthusiasm, saying, “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.”
