Mumbai: Ayurveda brand Kapiva has unveiled its latest campaign, ‘Build Naturally’, for Kapiva Shilajit Gold Resin, featuring brand ambassador Tiger Shroff. The campaign aims to reposition Shilajit as a clinically validated natural performance supplement for gym-goers, shifting its perception beyond its traditional association with sexual health.
At the heart of the campaign is Kapiva’s clinical study, which the company says demonstrated that Indian gym-goers using Kapiva Shilajit Gold were able to lift 30% heavier in 60 days, supported by a 40% increase in free testosterone over the same period. Through the campaign, Kapiva also highlights its decision to make its clinical study and laboratory reports publicly accessible, enabling consumers to verify the claims.
The campaign film features Tiger Shroff alongside a doctor, who explains the role of testosterone in supporting protein absorption, muscle synthesis and endurance. Using the findings from the company’s clinical study, the film positions Shilajit as a natural supplement for strength and performance enhancement.
According to Kapiva, the campaign reflects the growing popularity of natural bodybuilding in India while seeking to establish Shilajit as a mainstream fitness supplement backed by scientific evidence, safety and transparency.
Speaking about the campaign, Ameve Sharma, Founder and CEO, Kapiva, said, “Shilajit has been one of Ayurveda’s most powerful and most misunderstood herbs. At Kapiva, we are the first brand in this category to actively challenge the sexual health connotation that has kept Shilajit away from the gym community for years. Our clinical study gave us the evidence to make that case credible, 30% heavier lifts, 40% free testosterone improvement, in 60 days on Indian men. This campaign is our commitment to bringing Shilajit to the mainstream as the natural gym supplement it has always deserved to be.”
Brand ambassador Tiger Shroff added, “I’ve always believed that strength and fitness should be built the right way and as naturally as possible. That’s what I like about Kapiva Shilajit Gold – it takes something traditional like Shilajit and backs it with research. For me, it’s about supporting your strength, energy and performance naturally, and that’s something I genuinely connect with.”
Kapiva noted that the campaign comes at a time when India’s fitness supplements market continues to expand. Citing IMARC Group, the company said the market crossed USD 2.6 billion in 2025. The ‘Build Naturally’ campaign will be rolled out across Kapiva’s digital platforms, including Instagram, YouTube and LinkedIn, as well as Connected TV and OTT platforms.
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