Vedistry is a modern Ayurvedic wellness brand by Charak Pharma, a name with a strong legacy in the Ayurvedic pharmaceutical industry. While Charak Pharma has decades of trust backing it, Vedistry is their forward-facing, youth-centric wellness vertical, aimed at millennials and Gen Z who are increasingly turning toward natural solutions for health and wellness—but with a modern twist.

From immunity boosters to aid digestion to supplements that strengthen sexual desires, Vedistry’s product portfolio is extensive. Their unique proposition lies in its clinically backed Ayurvedic formulations packaged in a clean, minimal aesthetic that appeals to today’s Instagram generation.

The Ask

When Vedistry approached us, their goal was clear:

• Increase brand awareness among urban consumers aged 20–35.
• Build trust in Ayurveda among a younger demographic that might view it as “slow” or “old-school.”
• Drive conversions through relatable, authentic UGC and influencer-led content.

What they didn’t want: overproduced, preachy videos or generic marketing. They wanted raw, real, and scroll-stopping.

Our Approach

Our approach was based on:

1. User-Generated Content (UGC): Relatable content shot by real users and micro-creators.
2. Influencer Marketing: A curated mix of ayurvedic doctors, certified nutritionists and celebrities in the media industry integrating Vedistry’s products into their hectic schedules seamlessly. 

We split the execution into three phases:

PHASE 1: Audience and Competitor Analysis

Before jumping into content creation, we needed to understand:

1. Who are Vedistry’s potential customers?
2. How do they perceive Ayurveda?
3. What are competitors doing—and missing?

Key Findings:

1. Most young users didn’t associate Ayurveda with everyday wellness. They looked at supplements as a ‘cure’ and not as a ‘preventive measure’. It felt intimidating or too complicated.
2. Other competitor brands were doing well in content but often leaned too “clinical” or too “influencer-polished.”
3. There was white space for impactful, story-driven, and emotion-first content that didn’t try too hard to sell.

This insight shaped our voice: modern, but rooted in trust.

PHASE 2: Influencer Marketing – Less Gloss, More Grit

For the influencer phase, we avoided the usual wellness creators who post pristine, scripted videos. Instead, we roped in:

1. Ayurvedic Experts with a strong audience in their own respective niches 
2. Healthcare creators known for transparency
3. A few first-time wellness brand endorsers, which increased authenticity

PHASE 3: Performance Ads from UGC

We cherry-picked 12 of the best UGC pieces and transformed them into paid ad assets across Instagram Reels, YouTube Shorts, Meta in-feed and Stories

Each ad was customized with a high-retention hook, like:

• “Your liver speaks, but are you listening?”
• “Are you or your parents taking antacids?”

We also added dynamic subtitles, sfx and vfx to keep it native to the platform.

Campaign Highlights:

1. Liver Care: UGC style content with influencers such as Chaitanya Sant and Shruti Kainya designed to spread awareness about the dangers of fatty liver disease 
2. Kofol: UGC style content with influencers such as Chaitanya Sant and Shruti Kainya designed to showcase the benefits of the product for the #NeverMissADayWithKofol campaign. 
3. Dipya money back challenge: Campaign to build trust in the brand with Nutritionist Influencer Anushi Jain for the #DipyaMoneybackChallenge 

Challenges We Faced

1. Changing Perception of Ayurveda

Ayurveda still suffers from the “slow and spiritual” stereotype. To counter this, we leaned into scientific backup + personal storytelling.

2. Influencer Fatigue

The wellness influencer space is saturated. Everyone’s promoting a new supplement every other week. We combated this by:

• Collaborating with non-wellness creators who had never done such collabs.
• Letting creators use their own language instead of pushing brand phrases.

Metrics & Impact. 

Here’s a quick snapshot of results from the campaigns:

• 2.5M impressions

• 15k+ total engagements

• ROAS: ??

• Cost per purchase:??

• Top performing reel: ??

Key Takeaways

1. UGC > Polished Content: Especially for wellness products, people want to see people like them.
2. Ayurveda Doesn’t Have to Be Boring: By injecting realism, we made it feel accessible, not pedantic.
3. Trust > Trends: In an age of “miracle” supplements, building trust through transparency goes a long way.

Final Thoughts

This campaign wasn’t just about selling Ayurvedic products. It was about changing the way Ayurveda is perceived by an entirely new generation. And it worked—because it was honest, messy, a little funny, and deeply human.

If your brand has a legacy but wants a Gen Z reboot, you know where to find us.