~ Mankind’s pure-veg multivitamin hands Story Digital the integrated creative brief — Bhuvneshwar Kumar fronts the trust-led digital line ~
Mumbai, September 2026: HealthOK, Mankind Pharma’s pure-vegetarian multivitamin brand, has appointed Story Digital as its integrated creative agency, folding digital and mainline work under one roof as the brand pushes harder in India’s crowded wellness aisle. The shop already works with Mankind Consumer Products on brands such as Gas-O-Fast and Nimulid; HealthOK extends that relationship into nutrition.
The first major beat under the new brief is already live: a digital campaign fronted by Indian fast bowler Bhuvneshwar Kumar, built around the line “Dikhawa Nahi. Karke Dikhaye.” The idea is blunt — trust is earned by what you do, not what you claim — and it leans on Kumar’s vegetarian lifestyle to argue that plant-forward diets still need smart supplementation for everyday energy.
Joy Chatterjee, VP – Sales & Marketing, Mankind Pharma, said: “HealthOK has always been focused on helping consumers make informed choices about their daily nutrition. We believe that being vegetarian should not mean compromising on essential nutrition, and HealthOK is committed to making everyday nutritional support more accessible to them. As we continue to grow the category, we were looking for a partner who understands both consumer behaviour and cultural relevance. Story Digital demonstrated a clear strategic vision for the brand’s future and a deep understanding of today’s digital culture, making them a natural choice for this partnership.”
Bhuvneshwar Kumar said: “I’ve always believed that trust is built through consistency and performance. That’s what this campaign stands for. I’m a vegetarian and I’m glad to collaborate with HealthOK, which is a vegetarian supplement, to encourage people to make the right nutritional choices every day without compromising on their vegetarian lifestyle beliefs.”
Pratiek Sawhney, Co-Founder, Story Digital, said: “We’re delighted to grow our partnership organically with Mankind Consumer Products through HealthOK. The trust and faith the management has placed in us has allowed us to create impactful work across several of their brands, and this expanded mandate is a testament to that relationship.”
The campaign is rolling across Instagram, YouTube, Facebook and other digital platforms, with influencer amplification around 24-Hour Active Energy and the Mankind Pharma parent brand. Story Digital’s remit now spans awareness, cultural relevance and top-of-mind recall as HealthOK looks to stand out in a noisy multivitamin shelf.
Marketing take: Pairing an agency expansion with a vegetarian cricketer’s trust brief gives HealthOK a cleaner story than another generic “energy” spot — values alignment first, media weight second.
