Delhi: BroCode, India’s most disruptive drink, and Bold Care, India’s leading sexual health and wellness brand, have launched BroTection, a condom written into existence by BroCode’s own consumers, in response to overwhelming demand for safe intimacy after a BroCode night. Built around the tagline “Have Fun. Not Kids,” the premise is simple: BroCode nights tend to end a certain way. BroTection is simply the brand being responsive to this behaviour. In doing so, BroCode becomes the first alcobev brand to swap traditional surrogate advertising for a product that reflects what its consumers are actually doing.
BroCode consumers overwhelmingly report that a BroCode night has a way of becoming something much more. The brand listened. Then it had no choice but to act. The result is BroTection – a product that captures the overlap between nightlife, drinks and intimacy with a level of honesty brands rarely attempt publicly. BroTection was born from listening to BroCode consumers who value authenticity over optics.
When it came to bringing that idea to life, Bold Care felt like the obvious fit. BroCode and Bold Care share a similar cultural honesty and boldness, making BroTection a collaboration that naturally reflects the overlap between nightlife, attraction, and safe intimacy with a level of candour brands rarely attempt publicly. BroTection is simply a way for Bold Care and BroCode to tell their customers “Don’t worry, we got you.”
Speaking about the collaboration, Sameer Mahandru, Founder of BroCode-maker IndoBevs, said, “We’ve always known that BroCode consumers are bold and confident. We now understand what that confidence leads to. The numbers and conversations are a revelation, even for us! BroTection is not just a ‘campaign’ we decided to run; it is a direct response to what our consumers were already doing.”
“BroTection is also a deliberate line in the sand for the alcobev category. We are done hiding behind soda. If we are going to do surrogate advertising, it will reflect the reality of our consumers’ lives, not a sanitised version of it. This collaboration is unfiltered and the most honest thing our category has ever done,” Sameer added.
Rahul Krishnan, co-founder of Bold Care, said, “At Bold Care, we have always believed the best conversations around intimacy are the ones that feel honest, culturally relevant, and free from awkwardness or pretence. BroTection felt like a very natural collaboration for us because it came from a real consumer insight and a shared willingness from both brands to acknowledge it openly. We love ideas that reflect culture as it actually exists, and this collaboration does exactly that in a way that feels responsible, self-aware, and impossible to ignore.”
BroTection has been launched with a digital-first, social-led campaign – built for Instagram, driven by creators, and designed to be shared. The campaign also includes influencer engagement and on-ground activations at retail outlets across select Indian cities, to begin with.