This edition of The D2CX Newsletter is not about influencers or performance marketing.

This one’s about shoppable videos — the Miraggio way.

What do you do when your category is the punchline to every bad joke?

You go bolder. Louder. Unapologetically weird.

That’s how Bold Care—a sexual wellness brand—went from an awkward whisper in the ecosystem to 15 lakh+ customers, ₹2.5+ Cr in monthly revenue, and a growth chart that keeps climbing vertically every fiscal year.

In a market that couldn’t even say the word “condom” without discomfort, Bold Care shouted it out—with memes, Ranveer Singh, and even Johnny Sins.

Here’s how Bold Care turned sexual health into one of the most talked-about D2C categories in India—growing 240% in FY23 while breaking every marketing rule in the book.

Hello Ranveer Singh, Hello Sales!

In 2023, Bold Care onboarded Ranveer Singh as a co-owner.

Not just a brand ambassador.

A stakeholder. A collaborator. A marketing weapon.

Why Ranveer? Because no one else could bring the perfect blend of outrageous charm, cultural clout, and fearless candor needed to shatter taboos.

The results were instant.

🔥 #TakeBoldCareOfHer, their launch campaign with Ranveer, was viewed over 20 Mn times in 24 hours

🔥 Website traffic spiked by 470%

🔥 Ecommerce sales jumped 75% overnight

And then they did the unthinkable.

Bold Care Paired Ranveer Singh With Johnny Sins

Yes, for an Indian TV drama parody ad that could only be described as chaotic genius.

The plot: A wife bemoans her husband’s “lack of performance” on national TV. Enter Johnny Sins, as her “doctor” from America, recommending Bold Care.

The ad was:

Satirical

Completely OTT

And impossible to ignore

In an age where most brands play it safe, Bold Care went fully viral with a risky, high-stakes move—and nailed it.

They didn’t just gain eyeballs. They gained trust from younger consumers who crave honesty, relatability, and humor.

In an industry built on shame, Bold Care chose satire.

And that made all the difference.

The Month That Was #Sextember

If Johnny Sins was the mic drop, #Sextember was the remix.

Bold Care declared the entire month of September a celebration of men’s health.

The centerpiece? Co-founder Rahul Krishnan publicly shared his debit card details online and invited users to make transactions under ₹1,000, even providing OTPs to facilitate purchases.

Absurd? 100%
Calculated? 100%

The response was swift.

Users made small purchases across platforms like Swiggy, Zomato, Blinkit, and Amazon. Krishnan kept his promise, sharing OTPs until his bank eventually blocked the card due to suspicious activity.

Despite the abrupt end, Krishnan had shared almost 200 OTPs, and his original post had surpassed 2.3 Mn impressions.

This campaign was a massive hit.

❇️ The brand saw its highest organic traffic month ever

❇️ Instagram engagement tripled

❇️ Retention improved across new customer cohorts

These Campaigns Weren’t Just Flashy PR Stunts By Bold Care

Behind the virality was a tight brand strategy. One built on three key principles:

Positioning with Purpose

Bold Care didn’t sell condoms or delay sprays. They sold confidence. A shame-free experience. A health-first mindset.

From clean packaging to expert-backed products to private consultations—they flipped the narrative from “hush-hush” to healthcare.

Tone Of Voice That Mirrors The Internet

You won’t find medical jargon or stock photos on their feed. You’ll find memes, reels, Q&As with experts, and Twitter banter.

Their content strategy is rooted in digital behavior. They talk like their consumers talk. No filters. Just facts—with fun.

Performance-Backed Playbooks

Bold Care isn’t just a marketing machine. It’s a data-backed D2C engine.

✴️ Over 60K monthly orders

✴️ 50%+ customer revenue retention

✴️ Over 3X revenue growth in 7 months in FY23

This isn’t a brand riding on virality. It’s one built on unit economics that makes the boldness bankable.