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New Year, No FIR: How Boldfit and Samay Raina Perfected the “Brand Integration” Joke

January 5, 2026/

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...

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