MUMBAI: Ting has once again proved that wellness doesn’t have to be boring. The homegrown advertising agency teamed up with Swisse, to roll out a campaign featuring Bollywood heartthrob Aditya Roy Kapur and it’s making the internet sit up (or nap) and take notice.
The buzz began with a blink-and-miss teaser: paparazzi pages like Viral Bhayani, Manav Manglani, and Instant Bollywood quietly dropped a clip of Aditya catching some serious shut-eye. No captions, no context — just a peacefully dozing star. Naturally, social media went into sleuth mode.
Soon after, the mystery unravelled with a mock-interview-style digital video that playfully introduced the real hero: Swisse Magnesium, touted for better sleep and muscle recovery. Riding on Aditya’s easy charm and not-so-subtle wit, the film skipped the usual wellness preach and instead served up a dose of relatable humour and laid-back cool. Ting’s brief was clear — ditch the dull and spotlight Swisse’s magnesium benefits with a campaign that felt more Instagram swipe than instruction manual.
“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,” said Ting senior creative director Sahil Joshi. “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.”
“At Ting, we love telling stories that simplify wellness without dumbing it down,” says Ting partner, Aadil Mehta. “Our partnership with Swisse will go a long way to prove that you can build awareness and entertain at the same time.”
“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,” says Swisse Wellness marketing head India Abhishek Barur.
With this, Ting continues its winning streak in the wellness category, transforming functional messaging into fun, human-first storytelling, all while flexing its signature mix of insight, humour and just the right amount of celebrity sparkle.
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