India-based advertising agency Ting has launched a campaign for Swisse, Australia’s wellness brand, featuring actor Aditya Roy Kapur. The campaign marks the introduction of Swisse’s Magnesium range to the Indian market.
The promotion began with a teaser video showing Aditya Roy Kapur asleep, shared on popular paparazzi Instagram pages such as Viral Bhayani, Manav Manglani, and Instant Bollywood. The initial content generated interest across social media, leading into a digital video commercial (DVC) presented as a mock interview that introduced Swisse Magnesium as the focus.
The campaign aimed to avoid conventional wellness messaging. Ting used Aditya Roy Kapur’s public persona to communicate product benefits such as improved sleep and muscle recovery through a format designed to engage audiences without overt promotion.
The full campaign video was later released by Aditya Roy Kapur on his social media.
Watcht the full campaign video here.
“We wanted to take advantage of Aditya’s easy charisma and magnetic screen presence by letting him get up close and personal with the audience,” said Sahil Joshi, Senior Creative Director at Ting. “When you present your insight as a fun little inner joke between your celeb and your audience, the brand messaging feels a lot more authentic.”
The campaign adds to Ting’s portfolio in the wellness sector, where it has delivered projects focused on accessible health communication.
“At Ting, we love telling stories that simplify wellness without dumbing it down,” said Aadil Mehta, Partner at Ting. “Our partnership with Swisse will go a long way to prove that you can build awareness and entertain at the same time.”
“Aditya brings a calm confidence that reflects everything we stand for at Swisse. Swisse Magnesium is already Australia’s #1 — and it’s fast becoming a favourite here in India too. We’re proud to lead the conversation around wellness and recovery with a product that’s genuinely effective, easy to trust, and made for real, everyday life,” said Abhishek Barur, Marketing Head India, Swisse Wellness.
The campaign has been circulating widely online, with Ting’s use of insight-driven content, humour, and celebrity association drawing attention to the brand.
