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How Influencers and Celebrities Helped Kapiva Boost Its Revenue

Discover how Kapiva’s influencer marketing and celebrity endorsements led to a 93% revenue surge. Learn how Kapiva's strategy of educating potential customers over just promoting, working with multiple influencers and repurposing become the biggest game changer for the brand.

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If you are a fitness enthusiast, you’ve probably heard of the Ayurvedic brand Kapiva in recent years. Over the past few years, Kapiva has significantly invested in marketing, which led to a 93% surge in its revenue, reaching Rs 114.5 crore in FY23 compared to Rs 59.1 crore in FY22.

The brand combined celebrity endorsements with strategic influencer marketing to increase product awareness. It actively converted viewers into customers through social media ads and affiliate marketing campaigns.

In this article, I’ll break down how Kapiva’s marketing strategy significantly boosted its brand awareness and revenue, how influencers helped it reach potential customers, and how this approach enhanced its social media presence and organic traffic. I’ll also share insights your brand can apply from Kapiva’s success.

Kapiva’s Influencer Marketing and Celebrity Endorsement Journey

Kapiva, founded in 2016, launched its first influencer marketing campaign, #StrengthenFromWithin, on Instagram in 2021. The campaign featured 30 millennial influencers who promoted Ayurvedic juices like Wheatgrass Juice, Immune Care Juice, Wild Amla Juice, etc. These micro-influencers provided a cost-effective way to reach potential customers. To boost credibility, Kapiva also partnered with Bollywood celebrity Malaika Arora.

The campaign that truly put Kapiva on every fitness enthusiast's social media feed was its Shilajit Gold campaign. In FY23, Kapiva collaborated with fitness influencers like Jeet Selal, Yatinder Singh, and Rohit Khatri, along with numerous macro and micro-influencers and doctors. They promoted the benefits of Shilajit for muscle gain, faster recovery, and boosting testosterone levels.

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Jeet Selal (Himalayan Stallion) (@jeet_selal)

What made this campaign stand out was how influencers promoted the product. Instead of focusing on discounts, they educated their audience on the importance of incorporating Shilajit into daily routines, explained its usage, and highlighted its long-term benefits. They also debunked the myth that Shilajit is solely for enhancing sexual performance, emphasizing its value for gym-goers and fitness enthusiasts.

This approach not only helped Kapiva reach its target customers but also established a positive perception of Shilajit. Collaborating with celebrities like Tiger Shroff and Prince Narula further expanded the brand’s reach. To maximize results, Kapiva repurposed influencer posts into ad campaigns, effectively turning viewers into customers.

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Kapiva (@kapiva_official)

Kapiva eventually applied this strategy to promote its other products through celebrities and influencers, achieving similar success.

Collaborate with Fitness Influencers: Promote your Brand with qualified fitneess Influencers to boost credibility, reach and sales

The Outcome of Kapiva’s Marketing Strategy

  1. Heavy Surge in Sales: Kapiva has seen a surge of over 93% making it a brand with Rs 114.5 crore revenue in FY23. Onboarding influencers is one of the major factors in this growth.

  2. Boost in Organic Search Volume: As per Google’s organic search data, from 60,090 organic searches for the branded keyword “Kapiva” in January 2021, it has grown by a whopping 222.58% to 1,93,840 organic searches in December 2024.
    Google keyword planner data mentioning Kapiva keyword trend from January 2021 to December 2024 which reached from 60,090 monthly search volume to 1,93,840 monthly search volume.
    Similarly, from just 90 searches for the keyword “Kapiva Shilajit” in January 2021 to 1940 in December 2024, a growth of 2055.56%. As the brand awareness of Kapiva increased by influencers and celebrities, it is directly reflected in consumers' organic search behaviour.
    Google keyword planner data mentioning Kapiva Shilajit keyword trend from January 2021 to December 2024 which reached from 90 monthly search volume to 1940 monthly search volume.

  3. Increase in Instagram Followers: By collaborating with top influencers and celebrities with a massive follower base, Kapiva also increased its follower count by over 20%.

 Kapiva_official's Instagram account growth in last 90 day

What Your Brand Can Learn from Kapiva’s Success?

Kapiva’s journey is a masterclass in leveraging influencer marketing and celebrity endorsements to create meaningful impact. Here are key takeaways your brand can implement to achieve similar success:

Educate Your Audience, Don’t Just Sell

One of Kapiva’s standout strategies was using influencers to educate their audience rather than focusing solely on discounts or offers. For instance, during the Shilajit Gold campaign, influencers highlighted the product’s long-term benefits, busting myths and providing practical usage tips. This educational approach not only built trust but also positioned Kapiva as a credible authority in its niche. Your brand can replicate this by focusing on value-driven content that resonates with your target audience.

Leverage a Mix of Influencers and Celebrities

Kapiva’s campaigns were successful because they combined the authenticity of micro-influencers with the reach of macro-influencers and celebrities. While micro-influencers created a strong connection with niche audiences, celebrities like Tiger Shroff gave the brand a wider reach and credibility. A balanced approach like this ensures your message reaches diverse customer segments effectively.

Repurpose Influencer Content into Ads

Kapiva didn’t stop at influencer posts. The brand amplified its reach by repurposing influencer-generated content into targeted ad campaigns. This strategy maximized the ROI of its influencer collaborations by turning organic engagement into direct conversions. Consider using this tactic to extend the shelf life of your influencer content and enhance its impact.

Address Misconceptions and Build Positive Perceptions

Kapiva strategically addressed the misconception that Shilajit is only for sexual performance enhancement. Influencers reframed the narrative by showcasing its broader benefits, like muscle recovery and boosting testosterone levels for fitness enthusiasts. Your brand can adopt this approach by tackling common myths or concerns related to your products, transforming potential doubts into trust.

Focus on Consistency and Long-Term Goals

Kapiva’s success wasn’t built overnight. The brand consistently invested in influencer collaborations and celebrity endorsements, ensuring sustained visibility and engagement. To see similar results, your brand should view influencer marketing as a long-term strategy, not a one-off campaign.

By applying these lessons from Kapiva’s marketing playbook, your brand can strengthen its connections with its audience, drive higher engagement, and ultimately achieve measurable growth in awareness and revenue.

Collaborate with Multiple Influencers and Celebrities in Your Industry with Tring!

With Tring's extensive network of 15,000+ influencers and celebrities, your brand can collaborate with the right personalities to effectively engage and educate your audience about your product. Tring offers end-to-end services, from selecting the right influencer to ideating and creating advertisements. You can promote your brand on social media, invite influencers to events, or even feature them in offline ads and product packaging.

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Boost Your Brands Revenue Too!

Collaborate with Top Influencers of your Industry for More Reach & Credibility

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Frequently Asked Questions

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