The campaign opens with what looks like a classic “emotional” setup: Samay and Suhani are having a serious conversation about “taking the leap” after knowing each other for years. The suspense builds until Suhani asks the big question: “Will you be my… Gym Buddy?”.
The “twist” lies in Samay’s reaction. Terrified of commitment to the gym and his own past controversial “bold” moments in 2025, he jokes that he wants a “New Year, No FIR”. When he tries to excuse himself due to a lack of gear, Suhani uses a “mentalist” trick to magically make Boldfit products appear. The payoff is a funny, high-energy montage of the duo actually working out, proving that even the most reluctant person can get moving with the right gear (and the right brand deal).
Why This Campaign Wins
Self-Deprecating Humor: By referencing Samay’s real-world reputation for being “bold” and controversial, the ad feels authentic to his persona. It turns his past “incidents” into a relatable joke that resonates with his fanbase.
The “Ad” within an Ad: Instead of hiding the sponsorship, the video makes “the brand deal” the punchline. When Suhani says, “To get you to do anything, we have to bring in a brand,” it breaks the fourth wall in a way that viewers find refreshing and honest.
Celebrity Chemistry: The natural banter between Suhani Shah and Samay Raina makes the promotion feel like a sketch between friends rather than a stiff commercial.
Relatable Conflict: Almost everyone has made a New Year’s resolution to go to the gym and immediately tried to find excuses to quit. Seeing a famous comedian go through the same struggle makes the brand feel more accessible.
Marketing Takeaways
Lean Into the Meta: Modern audiences know they are being sold to. Embracing that reality with “meta-humor” can build more trust than trying to hide a promotion.
Personalized Branding: The gear isn’t just shown; it’s integrated into a narrative that fits the specific influencers’ styles (magic for Suhani, edgy comedy for Samay).
The Power of the “Prompt”: Using the “New Year, New Me” trope but subverting it keeps the content relevant to the time of year while offering a unique perspective.
Conclusion
Boldfit’s collaboration is a prime example of how to execute “Creator-First” advertising. By allowing Samay and Suhani to stay true to their comedic and magical roots, the brand becomes a part of the entertainment rather than an interruption. The lesson for brands? Sometimes the best way to get people to buy your product is to join in on the joke.
