Kapiva has unveiled 'Build Naturally', a new campaign for its Shilajit Gold Resin featuring brand ambassador Tiger Shroff, as the Ayurvedic brand seeks to reposition Shilajit for India's growing fitness community. The campaign film pairs the actor with a doctor, using clinical evidence to position the product as a natural performance supplement for gym-goers rather than a product associated primarily with sexual health.
Science at the Centre
The campaign highlights findings from Kapiva's clinical study on Shilajit Gold, which the company says demonstrated 30% heavier lifts and a 40% improvement in free testosterone after 60 days among Indian men. By foregrounding measurable outcomes, Kapiva is attempting to strengthen credibility in a category increasingly shaped by evidence-based wellness claims and informed consumer choices.
Founder and CEO Ameve Sharma said Shilajit has long been one of Ayurveda's most powerful yet misunderstood ingredients.
According to Sharma, the campaign reflects Kapiva's effort to redefine the category and position Shilajit as a mainstream natural supplement for strength training and bodybuilding.
Changing the Narrative
India's sports nutrition and wellness markets are converging as consumers increasingly seek natural alternatives to conventional performance supplements. For brands, the opportunity lies in combining traditional Ayurvedic ingredients with clinical validation, expert endorsement and creator-led storytelling to build trust among younger fitness audiences.
The Last Word
The future of Ayurveda in modern marketing will depend less on heritage alone and more on a brand's ability to substantiate traditional wisdom with credible scientific evidence and category re-education.