Hard launching Swisse Magnesium, starring Aditya Roy Kapur
Services
Campaign Strategy
Scriptwriting
Creative Direction
Social Media
Influencer Marketing
Client
Swisse Wellness
Sector
Healthcare & Wellness
Question
How we made sure India didn't sleep on Swisse Wellness Magnesium with Aditya Roy Kapur
Answer
By building a 360° campaign that leaned into ARK's effortless humour, spanning a hero film, social media collaborations and creator activations.
Swisse Wellness is Australia's No. 1 wellness brand, trusted around the world for its premium, science-backed vitamins and supplements. As the brand expanded its presence in India, it set out to launch its Magnesium range, a supplement that supports better sleep, muscle recovery and everyday wellbeing.
With a strong legacy of celebrity-led campaigns in Australia, Swisse had already set the bar high for how it showed up in culture. So when the brand partnered with Aditya Roy Kapur for its Magnesium launch in India, the brief was clear: create a campaign that lived up to that legacy while making Magnesium feel fresh, relatable and impossible to ignore.
First, we got the internet guessing
Before revealing Swisse Magnesium, we gave the internet something to talk about. A clip of Aditya Roy Kapur peacefully falling asleep was seeded across meme, entertainment, and fan pages, leaving people wondering what his secret was. By the time the campaign launched, the conversation had already begun.
Then came the hero film that was equal parts charm and cheek, proving that a wellness campaign can be entertaining without losing sight of the product.
Then the campaign found new storytellers in content creators
Once the campaign was out in the world, creators helped it travel even further. By collaborating with wellness, lifestyle and fitness creators, we extended the conversation beyond our own channels, introducing Swisse Magnesium through authentic, everyday content that felt native to their audiences.
Then the campaign found new storytellers in content creators
Once the campaign was out in the world, creators helped it travel even further. By collaborating with wellness, lifestyle and fitness creators, we extended the conversation beyond our own channels, introducing Swisse Magnesium through authentic, everyday content that felt native to their audiences.
What made the campaign impossible to sleep on
Instead of placing Aditya Roy Kapur in a typical wellness ad, we put him in a format audiences already know him for — a celebrity interview. The mock interview let his natural wit and charm do the heavy lifting, making the Swisse Magnesium story feel effortless and entertaining.
The best place to launch a campaign isn't always a brand's own feed. We teased the film through memes, entertainment, and fan pages, making it feel like internet culture first and advertising second.
Every piece of content had a role to play. From the first teaser to creator collaborations, each touchpoint reinforced the same campaign idea, creating a launch that felt cohesive wherever audiences discovered it.
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