Australia’s leading wellness brand Swisse has brought Bollywood heartthrob Aditya Roy Kapur on board to launch its Magnesium range in India. The campaign, conceptualised and executed by India-based agency ting, aims to break the clutter of typical wellness advertising by blending authenticity, simplicity, and a dash of humour.
Swisse X Aditya Roy Kapur
Moving Beyond Traditional Wellness Messaging
Instead of the usual clinical or overly serious tone often seen in wellness ads, ting chose to let Aditya’s relaxed and charismatic persona take centre stage. The campaign highlights key benefits of Swisse Magnesium, such as improved sleep and faster muscle recovery, in a way that feels relatable and fun.
Sahil Joshi, senior creative director at ting, explains, “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. 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.”
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Simplifying Wellness Without Dumbing It Down
At the core of the campaign is a shared belief between Swisse and ting: wellness should feel approachable, not overwhelming. Aadil Mehta, partner at ting, shares, “At ting, we love telling stories that simplify wellness without dumbing it down. Our partnership with Swisse will go a long way to prove that you can build awareness and entertain at the same time.”
Swisse’s Vision for India’s Wellness Journey
With Swisse Magnesium already a leader in Australia, Swisse sees huge potential in India’s growing interest in holistic health. Abhishek Barur, marketing head for India at Swisse Wellness, says, “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.”
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A Fresh Take on Celebrity-Led Campaigns
This campaign is a reminder that celebrity endorsements work best when they feel natural and relatable. By leaning into Aditya Roy Kapur’s laid-back yet magnetic presence, Swisse and ting have created a campaign that doesn’t just talk about wellness but makes it feel like a part of everyday life.
Closing Thoughts
Swisse’s collaboration with Aditya Roy Kapur marks a refreshing approach to wellness marketing in India. By prioritising authenticity and simplicity, the brand is set to make magnesium supplements more accessible and appealing to a new generation of Indian consumers. With campaigns like this, wellness feels less like a chore and more like a lifestyle choice worth embracing.
