Revital, Sun Pharmaceutical Industries’ multivitamin brand, has launched a new integrated campaign fronted by actor Vicky Kaushal, shifting focus from physical exhaustion to the mental toll of modern life.
Titled ‘Stress Kam. Energy Hardam’, the campaign digs into long working hours, always-on connectivity, family responsibilities, and the general mental load that comes with everyday living – territory the multivitamin category hasn’t spent much time in before.
The campaign film sets its story inside a gym, deliberately using the space to contrast visible physical exertion with the less visible, harder-to-name fatigue that stress creates. The idea is to stretch the category’s usual conversation on low energy, which has largely stuck to nutrition, exercise and age as the culprits.
Vidhi Shanghvi, executive director, Sun Pharma, said consumers are now dealing with “a fundamentally different reality, where mental demands and everyday stress are becoming just as significant as physical exertion in shaping energy levels,” adding that Revital sees this as a chance to build a more complete picture of what energy and well-being actually mean today.
Akshay Seth, senior executive creative director at Ogilvy India, the agency behind the campaign, said the brief was to find a story that feels familiar on the surface but still makes people stop and reconsider it. He pointed to the gym setting specifically as the device that lets the film play expectation against reality, making the insight land as both relatable and slightly unexpected.
The campaign will run across television, digital, connected TV, OTT and social media.
