April 01, 2023
Kapiva is India's leading modern Ayurvedic nutrition brand that aims to help individuals build healthier lifestyles through innovative food-based solutions. The brand has a rich legacy of Baidyanath, which has empowered Kapiva with the knowledge and authority to combine traditional Ayurveda with modern nutrition. The brand believes that Ayurveda is a holistic approach to wellness, not just a curative science.
Kapiva offers a wide range of organic fruits, vegetables, and other food products to enhance the lifestyle of the current generation. The brand provides a diverse array of solutions, including daily wellness, men's health, weight loss, digestion, diabetes, skincare, blood pressure, strength, destress, memory boosting, artho care, kidney stone, and more. Kapiva consistently innovates its products to provide traditional Ayurvedic wisdom to consumers in modern, easy-to-use formats, while also delivering good nutritional value.
At Kapiva, they are committed to empowering individuals to take control of their health and wellbeing with the help of Ayurvedic nutrition. Their aim is to make Ayurveda more accessible, understandable, and relevant to the modern lifestyle.
As a modern Ayurvedic nutrition brand, Kapiva faces several marketing challenges in making its presence felt in the market. Some of these challenges include:
Awareness: One of the significant challenges for Kapiva was to create awareness about the benefits of Ayurveda and its role in promoting a healthy lifestyle. Many people are still unaware of Ayurveda and may be skeptical about its effectiveness, which can be a hurdle for the brand to gain traction.
Competition: The market for Ayurvedic products is highly competitive, with several established players in the market. Kapiva needs to differentiate itself from its competitors and create a unique value proposition to attract customers.
Perception: Ayurveda is often associated with traditional and outdated practices, which may not appeal to the younger generation. Kapiva needs to position itself as a modern Ayurvedic nutrition brand that is relevant to the current lifestyle and preferences of its target audience.
Overcoming these challenges will require a focused marketing strategy that highlights the benefits of Ayurvedic nutrition, emphasizes Kapiva's unique value proposition, and engages with its target audience through various channels.
CloutFlow made a strategic plan to create awareness about Kapiva as a modern Ayurvedic nutrition brand, differentiate it from its competitors, and attract customers through influencer collaborations.
Target Audience: The target audience is health-conscious individuals, especially those interested in Ayurvedic nutrition, aged between 20-40 years. Influencer Collaboration: Collaboration especially with South Indian creators who have a strong influence on the target audience was the focus. These creators had a significant following, especially on social media platforms such as Instagram and YouTube, and also aligned with the brand's values and image. The influencers were chosen based on their relevance, authenticity, and engagement rates with their audience. The collaboration was customized to suit each creator's unique style, content, and audience. Month-on-Month Campaigns: Kapiva launched monthly campaigns with different themes and hashtags, focusing on specific product lines or wellness concerns. These campaigns will feature influencer collaborations to create buzz and engage with the audience. The campaigns were promoted through social media, email marketing, and other relevant channels. YouTube Dedicated Marketing: YouTube is a key platform for Kapiva's influencer marketing strategy. The brand collaborated with YouTubers who specialize in health and wellness, especially Ayurvedic nutrition. The brand sponsored product reviews, tutorials, and other content that showcases the benefits of Kapiva's products. This is helping create brand awareness and establish Kapiva as a trusted and credible source of Ayurvedic nutrition. SEO in YouTube: The brand focused on optimizing its YouTube channel and videos for SEO to improve visibility and reach. This includes using relevant keywords, creating engaging titles and descriptions, and promoting videos through social media and other channels. Kapiva also collaborated with influencers who have a strong YouTube presence to leverage their SEO expertise and reach a wider audience.
Through CloutFlow, Kapiva is overcoming its marketing challenges and establishing itself as a leading modern Ayurvedic nutrition brand. CloutFlow provided an end-to-end influencer marketing solution that includes identifying and onboarding the right influencers, managing campaigns, and measuring ROI to ensure the success of Kapiva's influencer marketing strategy.
Check out some of the contents created by the Instagram creators for Kapiva.