MUMBAI: ting, an India-based advertising agency known for its for its innovative and data-driven marketing solutions has launched its latest campaign for Swisse, an Australian wellness brand with Aditya Roy Kapur.
Ting kicked things off with a quiet buzz-builder with a video of Aditya sleeping peacefully that surfaced on across multiple paparazzi pages like Viral Bhayani, Manav Manglani and Instant Bollywood. This aimed to build the curiosity on the internet with people wanting in on the secret. The answer dropped soon after in the form of a fun, mock-interview-style DVC revealing the real star – Swisse Magnesium.
Link to teaser videos:
Viral Bhayani: https://www.instagram.com/reel/DLKezdeKsA7/
Manav Manglani: https://www.instagram.com/reel/DLKbZAVvA8i/
Instant Bollywood: https://www.instagram.com/reel/DLKHc7OSiQY/
The idea behind this campaign was to launch Swisse’s Magnesium range in India, Ting knew they wanted to stay far away from the usual preachy wellness tropes. Instead, they leaned into Aditya’s effortless vibe to create something that felt entertaining and natural, while still spotlighting benefits like better sleep and muscle recovery.
The final video was later revealed by Aditya Roy Kapur, which created the right buzz in the target audience.
“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,” said Sahil Joshi, Senior Creative Director Ting.
This campaign also adds to Ting’s growing body of work in the wellness space, where they’ve built a reputation for turning functional briefs into entertaining, human-first campaigns.
“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,” said Aadil Mehta, Partner Ting
“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
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