Boldfit has rolled out a campaign featuring comedian and YouTuber Samay Raina and magician and YouTuber Suhani Shah to showcase its product and apparel offerings.

The campaign consists of an ad film.

Set around a dinner table at a restaurant, the film opens with Shah telling Raina that now is the samay (time) to leap. Raina says he’s been thinking about it for years. As the moment builds, he asks if he should say it or she should, and Shah finally asks, “Will you be my gym buddy?” Raina reacts dramatically, assuming she means a date, then protests that he can’t go to the gym. Shah pushes a “new year, new me” line, which Raina counters with “new year, no FIR.” When he says he doesn’t even have gym clothes or a sipper, Shah asks him to imagine a brand he’d want to collaborate with, and he instantly appears in Boldfit gear, transported to a gym, where she finally gets him to work out.

What we think about it: Smartly leans into Suhani Shah’s on-brand 'magic' and Samay Raina’s comic misread to create a light, culturally fluent hook that feels native to Instagram and easy to watch through. But once the joke lands, the film slips into a familiar influencer-brand rhythm, with the product presence feeling more functional than genuinely surprising, especially given how lightly the actual offering is explained.

The campaign was released on Instagram on 3 January.