Kapiva has launched a new campaign for Shilajit Gold featuring Tiger Shroff
CE DESK 
Kapiva has unveiled a new campaign for its Shilajit Gold resin, featuring actor and fitness enthusiast Tiger Shroff.
The campaign, called Build Naturally, aims to reposition Shilajit from a product long associated with sexual wellness into a clinically backed supplement for fitness users. Kapiva says the brand is using research-led messaging to appeal to gym-goers who want a natural route to strength, recovery, and stamina.
At the center of the film is a doctor-led explanation of the clinical study behind the product. Kapiva claims that users who consumed its Shilajit Gold recorded a 40% rise in free testosterone over 60 days, which it says supported a 30% improvement in lifting heavier weights.
Tiger Shroff has been fronting Kapiva’s Shilajit messaging for some time, and the brand has leaned on his fitness image to build credibility with younger, performance-focused consumers. His association helps Kapiva frame the product as part of a disciplined, natural fitness routine rather than a shortcut.
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.”
The campaign is rolling out across digital platforms, including Instagram, YouTube, LinkedIn, Connected TV, and OTT channels. It reflects how wellness brands are increasingly blending celebrity influence with clinical proof to stand out in a crowded market.
