Kapiva has partnered with Kaun Banega Crorepati Season 18 through its flagship Dia Free Juice for a 12-week initiative focused on encouraging conversations around blood sugar health and diabetes awareness.
The partnership introduces a weekly segment titled ‘Sawaal Diabetes Ka, Jawaab Sehat Ka’, beginning September 22. Using KBC’s familiar question-and-answer format, the initiative aims to make conversations around blood sugar health, lifestyle choices and everyday health management more accessible to families.
As part of the segment, viewers will have opportunities to win cash prizes, Kapiva goodies and exclusive discounts.
The partnership comes against the backdrop of growing awareness around diabetes and blood sugar health in India. Kapiva is using KBC’s extensive household reach and family-oriented viewing environment to bring the topic into a more conversational setting.
According to Ameve Sharma, Founder & CEO, Kapiva, the partnership goes beyond promoting a product and is intended to encourage people to engage more actively with their health. He said KBC provides an opportunity to bring the conversation into homes through a format that audiences are already familiar with.
The association was enabled by Prachar Communications. Rakshit Jain, Director, Prachar Communications, said the partnership combines relevance, reach and audience engagement, with the 12-week association allowing Kapiva to maintain sustained visibility across television, digital and social platforms.
Kapiva said Dia Free Juice is a herbal wellness formulation containing 11 standardised traditional herbs, including karela, jamun and gudmar. The brand states that the product is intended to support healthy blood sugar levels as part of a balanced lifestyle.
The company also states that the product has undergone product-specific clinical evaluation and quality and safety testing. Kapiva emphasises that the product is intended to complement, not replace, prescribed medication or medical advice.
The ‘Sawaal Diabetes Ka, Jawaab Sehat Ka’ segment will form the centrepiece of Kapiva’s 12-week association with KBC Season 18.