Dr Vaidya’s and Baba Sehgal Launch Bold Rap Campaign to Break Intimacy Taboos

In a country where intimacy and sexual wellness often remain confined to whispers, Dr Vaidya’s has stepped into the spotlight with a bold, pop-culture-driven campaign featuring India’s original rap icon Baba Sehgal. The collaboration centres on the brand’s latest innovation — a Shilajit-infused intimate lube gel — and uses humour, music, and playful storytelling to encourage Indians to speak openly about intimacy.

A Cultural Reset: Making Intimacy Conversations Normal

Despite rapid digital progress and changing attitudes, intimacy continues to be an uncomfortable topic for many Indian couples. By pairing Ayurvedic credibility with Baba Sehgal’s unmistakable charm and mass appeal, Dr Vaidya’s aims to dismantle this discomfort and bring sexual wellness into everyday conversation.

The campaign film, driven by a catchy rap track, tackles real issues like female dryness, male stamina, and compatibility in the bedroom — but does so through lighthearted, inclusive, and relatable language. The goal is simple: to make intimacy care feel as normal and stigma-free as any other wellness routine.

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A Message Backed by Expertise and Empathy

“We’ve always believed that wellness conversations should be straightforward, honest, and built on trust,” said Chirag Gada, CEO – Dr Vaidya’s (RPSG Group). “This partnership with Baba Sehgal 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.”

The brand’s Shilajit-infused lube marks a significant step in combining time-tested Ayurvedic principles with modern intimacy needs — providing couples with an option that is both functional and rooted in wellness.

Baba Sehgal’s Signature Style Makes the Conversation Fun

Speaking about his involvement, Baba Sehgal shared, “Music makes it easier to discuss anything—even those topics people often shy away from. When I heard about this campaign, I knew it needed a fun, bold rap. If my style helps couples open up, laugh, and have honest talks about intimacy, that’s a win all around.”

His energetic performance ensures the message resonates with India’s digital-first consumers, especially younger couples seeking authenticity and reassurance from the brands they trust.

Legacy Meets Innovation: The Dr Vaidya’s Story

With a heritage spanning over 150 years, Dr Vaidya’s has evolved from a family-led Ayurvedic practice into a modern wellness brand synonymous with purity, science-backed formulations, and accessibility. Their mission remains unchanged: to blend ancient Ayurvedic wisdom with today’s fast-paced lifestyle.

As Aapka Apna Health Expert, the brand continues to create products that are simple, effective, and naturally aligned with holistic well-being.