The cost of fame: why Bold Care found A-listers cheaper and more effective than the Meta ad algorithm

Mumbai: Sexual wellness brand Bold Care first went viral in 2024, when it released a saas bahu-style soap opera ad starring actor (and investor) Ranveer Singh and adult entertainment star Johnny Sins for its condoms and other products. Since then, it has invested in a number of campaigns featuring celebrities and influencers who are known for speaking their minds out and sometimes sparking controversy. On this front, Rajat Jadhav, co-founder and chief executive officer (CEO) of Bold Care, says he was looking for a way to reduce long-term dependence on expensive performance marketing and focus solely on brand awareness.