Kapiva has launched its new campaign, ‘Build Naturally’, for Kapiva Shilajit Gold Resin, featuring brand ambassador Tiger Shroff. The campaign aims to reposition Shilajit as a natural, clinically validated supplement for fitness enthusiasts and muscle building, moving beyond its traditional association with sexual health.
The campaign film features Tiger Shroff alongside a doctor, who explains the role of testosterone in improving protein absorption, muscle synthesis and endurance. Through the film, Kapiva highlights findings from its clinical study, which claims that Kapiva Shilajit Gold increased free testosterone levels by 40% over 60 days among Indian gym-goers, resulting in the ability to lift 30% heavier. The brand has also made its lab reports and registered clinical study publicly accessible to promote transparency.
With ‘Build Naturally’, Kapiva seeks to tap into India’s growing natural bodybuilding community by positioning Shilajit as a safe and research-backed alternative for strength, energy and performance. The company says it was among the first in the category to broaden Shilajit’s positioning from sexual wellness to overall men’s health and fitness.
Commenting on the campaign, Ameve Sharma, Founder and CEO of Kapiva, said the company is working to change long-held perceptions around Shilajit by highlighting its broader health benefits through clinical evidence. He added that the campaign reflects Kapiva’s commitment to bringing Shilajit into mainstream fitness conversations as a natural gym supplement.
Speaking about the association, Tiger Shroff said he believes strength and fitness should be built naturally and that Kapiva Shilajit Gold combines traditional Ayurvedic ingredients with scientific research to support strength, energy and performance.