Why creators, here
Nutraceuticals are the most scrutinised creator category. The play is routine and education from qualified or clearly-non-medical voices: what it is, how it fits a day, what it is not. Compliance is not a constraint on the campaign — it is the campaign.
The play
- State the intent with a compliance-reviewed brief: awareness of a protein range among gym-goers in tier-2 cities.
- Activate fitness coaches and gym owners; use qualified nutritionists for any nutrition guidance, credentials on screen.
- Brief for routine content — the scoop in the morning shake — with approved wording only.
- Mandatory disclaimer in every post.
- Monitor comments for medical questions and route them to qualified staff.
Creators to activate
Fitness coaches, gym owners, qualified nutritionists and dietitians.
Formats & platforms
Routine Reels, coach explainers, qualified-nutritionist YouTube videos.
The intent, as you would state it
I want awareness of a whey protein range among gym-goers in Ranchi, Jamshedpur and Dhanbad, from gym coaches and qualified nutritionists, on Reels and YouTube, in Hindi, with an ASCI-compliant brief.
What to measure
- Code redemptions
- Approved-claim compliance rate across posts
- Question themes in comments
Watch-outs
- No therapeutic, weight-loss or medical claims; approved structure/function language only.
- Creators presenting as experts must hold and display the qualification.