Ayurvedic brand Kapiva has announced its collaboration with Bollywood actor Tiger Shroff to challenge misconceptions surrounding Shilajit, a mineral-rich resin and break free from the stereotypical taboos associated with it and aims to reshape perceptions of Ayurveda by spotlighting Shilajit’s versatile applications in muscle building, faster recovery, improved energy levels, better metabolism, and enhanced joint health.
The ad film unveiled by the Kapiva tackles the common trend of people opting for steroids to build muscles and suggests that achieving muscle growth & better performance at the gym doesn’t have to involve shortcut methods.
“Tiger, renowned for his athletic prowess and whose fitness journey has been followed by many over the years, has embraced Ayurveda as a key element in his personal health & fitness journey. This signifies the beginning of a perfect partnership, aimed at collaborating and reshaping the narrative surrounding Shilajit, moving towards a more informed and nuanced understanding for our consumers. We are super excited to have him on-board” stated Shantanu, Co-Founder of Kapiva.
“Teaming up with Kapiva for their ‘Ayurveda for Gym, Immunity and Wellness’ category is a great opportunity as I firmly believe that Ayurveda is the missing link we all need to bridge the gap between traditional wisdom and modern well-being. I feel a deep sense of satisfaction, being the one entrusted with the task of educating the audience, and to contribute to their well-being. It’s truly a privilege to be part of a brand that shares my love for health and well-being.” added Tiger Shroff.
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