Kapiva & Malaika Arora inspire confidence in owning natural beauty with the new campaign

Kapiva, a homegrown Ayurvedic D2C brand, launched its latest digital campaign #GlowWithConfidence with its brand ambassador and strategic investor – Malaika Arora. Kapiva is a modern ayurvedic nutrition homegrown D2C brand making Ayurveda simple, modern, and accessible for everyone and enabling everyday wellness. They are on a mission to make Ayurveda a part of people’s daily life. It offers authentic and nutritious products using the research and science-backed Ayurveda, and the finest ingredients available.

The new campaign is an extension of Kapiva’s vision of laying emphasis on ingestible skin care with modern, fuss-free, and science-backed Ayurvedic products. Led by Malaika Arora, the campaign urges women to feel confident in their skin and empowers them with Kapiva’s offering – Glow Mix to drive this belief. Kapiva Glow Mix offers consumers the proper nutrition to get that desired healthy, glowing, clearer skin and boosts confidence. 

This brand has been a disruptor in the Ayurvedic industry by introducing innovative product formats that can be easily integrated into people’s daily diets and are India’s first brand to launch super grain mixes.

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They launched as a 30-day skin glow challenge, the campaign saw macro-influencers like Juhi Godambe, Pooja Mundhra, and Yashi Tank along with Malaika Arora encouraging women to take the journey from hesitance to confidence by indulging the inner nutrition beyond creams and serums. Over the course of the month, the #GlowWithConfidence campaign garnered more than 1M impressions across social media platforms and has seen the wide participation of women across the nation. 

Ameve Sharma, Founder, Kapiva, added,  “Skin is the largest organ in the human body and thus, needs inner nutrition beyond creams and serums. However, current market offerings do not fulfill that demand. Our consumer research also demonstrated similar insights. Hence, we formulated this product after years of research, specifically for the Indian skin type, to cater to this ever-rising demand. This campaign is an extension of the same & the wide participation of consumers further strengthened our belief. Witnessing the current response, we are certain that ingestible skincare will create the next big revolution in the skincare industry.”

Kapiva’s brand ambassador and wellness advisor Malaika Arora said, “I have been a firm believer in feeding my skin the right nutrition. I was surprised to see that the adoption rate for ayurvedic skin supplements is quite less compared to what it should be, considering the varied benefits and convenience it offers. To anyone who is on a hunt for a solution that can help them maintain healthy skin in this fast-paced lifestyle, I would recommend them ingestible skincare solutions. I religiously consume it as part of my healthy routine. My skin health and even my overall health have drastically improved. My aim to kickstart this challenge with Kapiva was to create more awareness about the ingestible beauty segment.”

Funded by Fireside Ventures, Madhu Kela, GITS Foods, and the recent Series-B funding led by Vertex Ventures and 3One4 Capital, the startup has witnessed 10x growth over the last 30 months. Kapiva offers an innovative range of products that is popular across E-Commerce platforms and is also present on-ground in 6,000+ stores across the country. The company has been awarded the Emerging Consumer Brand of the Year 2020 by ET Brand Equity, Preferred Modern Ayurvedic Nutrition Brand 2020 by ET Industry Leaders MSME West & Best Nutrition Brand 2020 by CMO Asia.