The campaign is conceptualised and executed by creative agency ting.

Swisse, Australia’s leading wellness brand, has launched its Magnesium range in India with a new campaign fronted by actor Aditya Roy Kapur. The campaign has been conceptualised and executed by ting, an India-based creative agency.

Breaking away from conventional wellness advertising, the campaign takes a more relaxed, conversational approach. Leveraging Aditya Roy Kapur’s calm charisma, the films focus on key benefits of magnesium-better sleep and muscle recovery-presented with a light, relatable tone.

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“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 Sahil Joshi, senior creative director at ting. “By presenting the insight as a fun inner joke between the celeb and the viewer, the messaging feels more personal and authentic.”

Aadil Mehta, partner at ting, added, “We love crafting stories that make wellness accessible without oversimplifying it. This campaign with Swisse is proof that awareness can be built while keeping audiences engaged and entertained.”

Speaking about the campaign, Abhishek Barur, marketing head – India, Swisse Wellness, said, “Aditya brings a calm confidence that mirrors our brand values. Swisse Magnesium is already Australia’s No. 1, and is quickly gaining traction in India. We’re proud to lead the wellness conversation with products that are effective, trustworthy, and suited to everyday life.”

The campaign aims to position Swisse Magnesium as an essential part of a balanced, modern wellness routine in India.