Kapiva has unveiled 'Build Naturally', a new campaign for Kapiva Shilajit Gold Resin featuring brand ambassador Tiger Shroff. The campaign aims to reposition Shilajit as a clinically validated natural performance supplement, moving beyond its traditional association with sexual health and into the mainstream fitness conversation.
The campaign film features Tiger Shroff alongside a doctor, who explains how Kapiva's clinical study found that Indian gym-goers using Kapiva Shilajit Gold achieved a 40% increase in free testosterone and lifted 30% heavier over 60 days. The brand has also made its clinical study and laboratory reports publicly accessible, allowing consumers to verify the findings.
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Commenting on the campaign, Ameve Sharma, Founder and CEO, Kapiva, said, "Shilajit has been one of Ayurveda's most powerful and most misunderstood herbs. At Kapiva, we are the first brand in this category to actively challenge the sexual health connotation that has kept Shilajit away from the gym community for years. Our clinical study gave us the evidence to make that case credible, 30% heavier lifts, 40% free testosterone improvement, in 60 days on Indian men. This campaign is our commitment to bringing Shilajit to the mainstream as the natural gym supplement it has always deserved to be."
Tiger Shroff added, "I’ve always believed that strength and fitness should be built the right way and as naturally as possible. That’s what I like about Kapiva Shilajit Gold - it takes something traditional like Shilajit and backs it with research. For me, it’s about supporting your strength, energy and performance naturally, and that’s something I genuinely connect with."
The 'Build Naturally' campaign will roll out across Kapiva's digital platforms, including Instagram, YouTube and LinkedIn, as well as Connected TV and OTT platforms, as the brand looks to strengthen its position in India's growing fitness supplements market.
