Yakult's Gut-Healthy Fame: Building a Trusted Brand with Celebrity Endorsements

Discover how partnering with the right celebrities and influencers can help your brand build trust, increase awareness, and turn online buzz into real customer engagement. Learn the secrets to connecting authentically with your audience and creating a lasting impact in competitive markets.

Yakult was originally made and introduced into the market in 1935 by Dr. Minoru Shirota. The probiotic beverage, which has the healthy Lactobacillus casei strain Shirota, was meant to enhance the health of individuals' guts and overall wellness. One bottle of Yakult holds more than 6.5 billion exclusive beneficial bacteria that arrive at the intestines alive and inhibit the development of deleterious bacteria. Daily drinking of Yakult enhances digestion and contributes to making the body stronger in terms of immunity.

The Origins of Yakult

Yakult was created through the vision of Dr. Minoru Shirota, who studied medicine to prevent disease and not just treat it. When Japan was facing epidemics caused by bad hygiene and lack of nutrition, he aimed his studies at useful microorganisms. By 1930, Dr. Shirota had isolated a fortified lactic acid bacteria strain strong enough to endure stomach acid and make it to the intestines. That strain, now called Lactobacillus casei strain Shirota, became the core of Yakult. Hoping to share good health with all, he and his colleagues introduced the first Yakult bottle in 1935, small, economical, and effective.

Yakult in India

Yakult was launched in India in 2008 through a joint venture between Yakult Honsha and Groupe Danone. Since its launch, Yakult has carved a steady presence in the Indian probiotic space. It currently sells over 52,000 bottles a day, and the brand aims to reach 95,000 bottles per day. Apart from being available in 2,500 retail stores, Yakult stands out through its unique distribution model, door-to-door delivery through a network of Yakult Ladies. These women make up about 40% of the total sales in India, offering a personal connection that helps build long-term trust with customers.

Product Line Evolution

Yakult’s product strategy reflects its responsiveness to the Indian market:

1. Yakult Original: Yakult Original contains over 650 crore beneficial bacteria that help boost immunity and aid digestion. Its sweet and tangy taste makes it enjoyable for people of all age groups, contributing to its wide appeal in the market.

2. Yakult Light: Yakult Light is a reduced-sugar variant designed for health-conscious consumers. Enriched with vitamins D and E, it addresses concerns related to sugar intake without compromising on the probiotic benefits that Yakult is known for.

3. Yakult Light Mango Flavour: Yakult Light Mango Flavour blends the benefits of probiotics with the delicious taste of mango. This variant is crafted to attract younger and regional audiences while still being low in calories and fortified with vitamins D and E. Each launch has been backed by consumer insight and often supported by the right celebrity or cultural cue.

Celebrity Endorsements: The Trust Bridge

Kajol: The Trustworthy Face for Mothers

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When Yakult entered India, it needed more than just shelf space, it needed trust. In a country where mothers often make the purchase decisions around health, Yakult partnered with actress Kajol. Known for her warmth and strong family image, Kajol was the perfect face to introduce a health product to Indian households.

Her endorsement wasn’t limited to just a TV commercial, she was present at the product launch. The brand launched its campaign with the tagline "Daily Piyo, Healthy Jiyo," showcasing Kajol sharing Yakult with her children and elders alike. The emotional tone of the ad, combined with Kajol’s trusted image, made people pay attention. It wasn’t just about taste; it was about health and family care.

Shilpa Shetty: The Fitness Credibility

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By 2017, as Yakult gained ground, there was a growing concern among fitness enthusiasts about the sugar content. This is where fitness icon Shilpa Shetty stepped in. Her persona added credibility to Yakult’s health claims.

The following year, Yakult launched Yakult Light, low in sugar and enriched with essential vitamins. Shilpa Shetty headlined the launch in Mumbai and openly endorsed the brand. Her backing helped reposition Yakult among calorie-conscious consumers. Her influence contributed to a noticeable spike in consumer interest, visible even in online search trends.

Sanya Malhotra: Youth and Freshness

In 2024, the brand introduced Yakult Light Mango Flavour. Sanya Malhotra, known for her relatable and fresh appeal, was the guest of honor at the launch event. Her endorsement gave the product a youthful boost. She emphasized the drink’s fruity flavor, making it appealing to children and teens who prefer taste with health.

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The Yakult Lady Network

One of the brand’s most powerful but often overlooked endorsements comes not from film stars but everyday women. The Yakult Lady program began in Japan in 1963 and became a critical part of the brand’s global success. In India, too, the model resonates deeply.

These women visit homes across cities like Delhi NCR, Mumbai, Chandigarh, Jaipur, and Pune, delivering Yakult and sharing health knowledge. It’s not just a sales strategy, it’s a conversation. They talk to people, explain the benefits, and answer questions. This human connection builds trust and loyalty, one bottle at a time.

The response to recruitment drives for Yakult Ladies has been overwhelming. More than 400 applicants showed interest in joining the network, which is a testament to how powerful the model has become. 

Beyond Celebrities: Social Media and Influencers

Yakult has dabbled in influencer marketing, but unlike other brands that heavily rely on paid promotions, Yakult keeps its influencer strategy minimal and authentic. One noteworthy collaboration was with Instagram influencer @mayojapan, a Japanese content creator living in India. Her content included dancing to Yakult’s jingle, echoing the brand’s energetic tone. It felt genuine and cultural, appealing to both Indian and Japanese communities online.

Real People, Real Impact

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Instead of chasing viral campaigns, Yakult invests in testimonials from regular consumers. Short videos featuring daily users, mothers, working professionals, and seniors talking about how Yakult helped with digestion or immunity make a powerful impression.

These testimonials create familiarity. When someone sees a person like them talk about improved digestion, it feels believable. It’s not scripted or exaggerated. These stories often come from regional towns, not just metros, helping Yakult break the urban barrier.
By featuring people of different ages, regions, and professions, Yakult creates a sense of community around its product. It shows that health is for everyone and makes potential buyers think: maybe I should try it too.

Educational Approach

Yakult stands apart by focusing on gut health education. Its campaigns explain how good bacteria work and why digestion matters. But what makes this different is the honesty; it doesn’t claim to be a miracle drink. Instead, it advises combining Yakult with a proper diet and lifestyle for best results. Some campaigns go a step further, explaining signs of poor gut health and what to look for. This science-backed yet simple approach wins the confidence of educated consumers who value transparency.

Sport Plus Yakult: A Regional Play

Yakult also expanded its outreach by becoming an associate partner of Kerala Blasters Football Club.This partnership is more than just branding, it’s strategic. Kerala has one of the most engaged football fan bases in India. By collaborating with a local favorite, Yakult taps into community pride and sports enthusiasm. Fans attending games or following the club online see Yakult not as an outsider brand, but as one supporting their local heroes. This kind of regional engagement is subtle but effective, showing the brand’s adaptability to India’s diverse markets.

Key Takeaways

• Educating a New Market with Simplicity: Yakult entered an unfamiliar space in India with probiotic drinks. Rather than relying on complex medical language, the brand kept things simple and focused on awareness. Through consistent campaigns and easy-to-understand messaging, Yakult slowly introduced gut health to Indian households and built trust in a new product category.

• The Power of the Right Celebrity at the Right Time: When Yakult partnered with Shilpa Shetty in February 2018, it wasn’t just another celebrity endorsement. It was a perfect fit. Shilpa’s image as a health-conscious, fitness-driven personality aligned effortlessly with Yakult’s core message. The collaboration created instant buzz. Google Trends from that month show a noticeable spike in searches for Yakult, clearly reflecting the impact of her association. It proved that the right celebrity doesn’t just attract eyeballs; they build credibility, influence perception, and drive real interest.

• Balancing Star Power with Personal Connection: While a celebrity like Shilpa delivered national reach and recognition, Yakult also focused on community-level engagement through the Yakult Ladies Program. These trained women brought a human touch to the brand by directly reaching out to households. The strategy created a blend of mass visibility and local trust, keeping Yakult accessible and authentic.

• Staying in Conversation through Smart Collaborations: To stay relevant, Yakult explored partnerships beyond traditional marketing. From teaming up with Kerala Blasters FC to working with influencers, the brand made sure it stayed in tune with evolving audience preferences. These strategic tie-ups kept Yakult in conversations that mattered and helped it stay culturally connected.

Curious About What the Right Celebrity Could Do for Your Brand?

Wondering how to find a voice that actually connects with your audience?That’s where Tring comes in.

We help brands partner with the right influencers and celebrities who don’t just bring visibility, but also leave a lasting impression. It’s not just about fame, it’s about fit. Let’s find that voice together. Let’s make your brand unforgettable.