Wellbeing Nutrition has rolled out a consumer awareness campaign, 'Slow Release Supplements: Designed for Better Absorption', to spread awareness on the science of nutrient absorption and why it is the real measure of supplement effectiveness.

Conceptualised in-house, the campaign comprises an ad film.

The film opens in a lab, where the science of supplements is brought to life with vivid visuals of a mock body. A lab specialist explains that while nutrients like multivitamins, magnesium, and Omega are essential, absorption is what really counts. Regular supplements break down too early in stomach acid, losing effectiveness. Wellbeing Nutrition’s capsules, however, have an enteric coating that protects nutrients until they reach the small intestine, the true site of absorption. The narrative then stresses timing: rapid release wastes nutrients, while slow, steady delivery ensures maximum absorption. The film illustrates how Wellbeing Nutrition’s slow-release technology allows nutrients to be absorbed over several hours, giving the body the time it needs. It closes with the brand’s promise: supplements designed not just to deliver nutrients, but to ensure the body absorbs them for better results.

What we think about it: The film does a strong job of simplifying a complex scientific concept with clear, visual storytelling that feels both educational and accessible. That said, the lab-heavy execution risks leaning a bit too clinical, and could benefit from more emotional or lifestyle-driven cues to connect the science back to everyday consumer needs.

Saurabh Kapoor, co-founder, Wellbeing Nutrition, said, “In today’s market, supplements are often evaluated by the ingredients they list. However, science has consistently shown that it is absorption, not mere consumption, that determines real impact. Recognising this early, we were among the first in India to introduce slow-release supplements in 2022, foreseeing the gap in effective supplementation. Our vision has always been to move beyond labels and deliver clinically validated formulations that work in harmony with the body, ensuring sustained results and long-term well-being.”

Varun Kandhari, chief marketing and growth officer, Wellbeing Nutrition, said, “Indian consumers are becoming more aware and informed, over 60% now want proof of performance, not just promises. When we engage with them, it is clear that India is ready to embrace the future of supplementation, one built on science, transparency, and measurable outcomes. With magnesium and omega playing an increasingly vital role in managing stress, sleep, and heart health, this campaign focuses on building awareness around absorption science. We aim to empower consumers to move beyond noise, recognise clinically validated solutions, and make choices that truly enhance their wellbeing.”