Swisse Magnesium with Aditya Roy Kapoor
- Jun 11
- 1 min read
Updated: 17 hours ago
The brief was fairly simple - elevate Swisse Magnesium by infusing Aditya Roy Kapoor’s unique charm and personality through DVCs and social media content. I ended up harnessing one unique and oft-overlooked aspect of ARK’s personality - his comic timing.
What followed was a hilarious, fun, self-referential campaign featuring Aditya as he tries to bluff his way through an interview, only to realize that even the highest-level performers need magnesium for recovery. I pitched the concept, wrote the script, and directed the creative from brief to final cut. Aditya's performance did the rest: restrained, charming, and funny enough to get even his online fandom buzzing.
Delivered under a compressed timeline with last-minute curveballs at every turn, the campaign spiraled delightfully into perfectly seeded viral moments and consistent social pieces that kept the ball rolling for the brand.
Media coverage:
