If American adult actor Johnny Sins can pop a pill for erectile dysfunction, then there’s nothing to be ashamed of. A new ad for a product to promote male sexual health has everyone rolling on the floor laughing. Featuring Bollywood actor Ranveer Singh and Sins, the crossover ad—as it’s now being called—takes a leaf out of Ekta Kapoor’s daily soap drama to sell a product that no man is comfortable talking about.
The humorous ad written by Tanmay Bhat and Devaiah Bopanna and directed by Ayappa Km is Johnny Sins’ first-ever advertisement for an Indian brand.
The writers have smartly addressed two issues at once. The ad underscores the importance of a healthy sexual life for a woman, and the stigma surrounding erectile dysfunction in men.
Everything is exaggerated but familiar, it’s the Hindi soap format—the emotions, drama, background score, the opulence of the house and even the camera movements. But the new twist in this old scene is that the sanskaari saree-clad Indian daughter-in-law has no qualms complaining about her less-than-filling sex life with Sins.
As Kishu gets ready to leave the house, Ranveer Singh, who plays her brother-in-law asks her for a reason. Unlike the shy bahu of Indian soaps, Kishu does not mince her words. “Flowers never bloom on his branches,” she says, alluding to her husband’s problem.
Sins tries to interrupt her but she stops him and says, “maine inhe kitni baar bola Bold Care liya karo ki inhe bedroom mei problem na ho (I have asked him several times to take Bold Care so that he doesn’t have any problem in the bedroom).”
At this point, her mother-in-law slaps her. As Kishu loses her balance and falls from the first floor, Singh throws a Bold Care pill towards Sins’ who pops a pill while jumping to rescue his wife. There’s a mid-air sex scene, depicted on screen as a lock opening, and the couple is fulfilled at least.
The internet can’t get enough of this. “Ohh, my eyes, my eyes! Johnny Sins in saas-bahu serial!” said one person on X.
Also Read: ‘Anti-sanskaar and anti-sharam’: How sex wellness brands are redefining pleasure in India
Taking a bold tone
The tone of the ad marks a departure from the conventional landscape of sexual wellness advertisements. To watch a woman openly talking about sexual dissatisfaction is new. While some ads like those for condoms tend to be overtly sexual, family planning ads err on the side of caution and never really address the issue clearly.
This advertisement has set a new benchmark by openly tackling the issue in a humorous, innovative yet direct manner.
Towards the end of the ad, Singh says, “Four out of 10 men are unable to perform in the bed. But what most men don’t know is that it is very common and very easy to solve.” It’s an attempt to normalise the conversation while also promoting Bold Care.
The lock and key reference is perhaps the only cringe part of the ad. I get it. There are censors, and everyone’s dignity is at stake. But still, the makers could have come up with something better.
And what’s Ranveer’s stake in this—he’s the co-owner of Bold Care.
Views are personal.
(Edited by Theres Sudeep)