Project story · Campaign direction
HerbalCart
HerbalCart's actual product line, including whey protein, pre workout, and protein bars, was being seen through a purely herbal or Ayurvedic lens, a framing the brand had drifted into by accident.
Read the record01 · The result
The work delivered.
Delivered campaign direction, five formats ready for filming and complete Hinglish scripts about practical supplement use.
This record covers the strategy and materials delivered. Audience and business results sit outside the available project record.
02 · The decisions
The thinking behind the work.
Starting point
HerbalCart's actual product line, including whey protein, pre workout, and protein bars, was being seen through a purely herbal or Ayurvedic lens, a framing the brand had drifted into by accident. The gap between what people assumed HerbalCart sold and what it actually sold was undermining trust in its supplement range.
Audience
13 to 38 year olds in tier one and tier two Indian cities: health conscious, closer to 'functional fitness' enthusiasts than bodybuilders, wanting clean label options that stay approachable and reasonably priced.
Observation
The category HerbalCart was actually competing in (GNC, MyProtein, Raw Nutrition) runs on very different content instincts than a herbal or wellness brand: native, fast cut, driven by real user content, comfortable with humour, allergic to anything that reads like a pharma insert.
Direction
Set the campaign direction around practical supplement use and the brand's actual product range, using comparison, explanation and review formats.
Execution
Planned five content formats: food and supplement comparisons, explanations of supplement use alongside food, DIY recipes, customer experience stories and reaction reviews. Wrote Hinglish video scripts using familiar cultural references. The record covers the format plan and scripts prepared for production.
03 · The evidence
The project, in one view.
Editorial evidence diagram based on the recorded project. Delivered campaign direction, five formats ready for filming and complete Hinglish scripts about practical supplement use.
Open full size diagram- Comparison
- Proposed comparisons placed food and supplement protein amounts side by side.
- Explanation
- Scripts answered why someone would choose a supplement alongside food.
- Native formats
- The proposed formats included DIY recipes, customer experience stories and reaction reviews.
- Voice
- Hinglish scripts used familiar cultural reference points instead of fitness influencer clichés.
04 · Outcome and scope
What the record supports.
Services in scope
Recorded outcome
Delivered campaign direction, five formats ready for filming and complete Hinglish video scripts. The intended position was a modern supplement brand.
Reflection
Native social formats and familiar language guided the scripts. The recorded deliverable is campaign direction and writing; audience response remains unmeasured.
Your next decision
Does the market misunderstand what you actually sell?
A campaign can only change what the market assumes you are once the positioning, the message, and the content's everyday language all agree.