Mumbai: Story Digital has been appointed as the integrated creative agency for HealthOK, Mankind Pharma’s pure-vegetarian multivitamin brand. The account adds another layer to the agency’s existing relationship with Mankind Consumer Products.
The appointment, announced on 15 September 2026, is not a digital-only project. Story Digital will steer HealthOK’s creative communication across digital and mainline platforms, with a clear objective: improve brand awareness, deepen cultural relevance and strengthen top-of-mind recall in India’s expanding wellness and nutrition market.
HealthOK’s pure-vegetarian positioning is an attempt to differentiate in a category that is becoming crowded with multivitamins, functional foods and herbal alternatives. The challenge is to make that positioning feel like a consumer benefit rather than just a product label.
What the mandate covers
Story Digital’s brief spans integrated campaigns, social-first storytelling and mainline brand communication. The work will focus on connecting HealthOK with evolving consumer needs and behaviours.
The agency’s core responsibilities include:
- Integrated creative communication across digital and mainline media
- Brand awareness and top-of-mind recall through insight-led campaigns
- Cultural relevance built around changing consumer behaviour
- A wider pipeline of digital-first and mainline creative ideas
A relationship-led account win
The first major initiative under the partnership features Indian fast bowler Bhuvneshwar Kumar. Conceptualised by Story Digital, the campaign is designed to reinforce HealthOK’s credibility while driving consumer awareness and recall. In a wellness category full of functional claims, athlete-led credibility is a familiar but effective shortcut—especially when the brand needs to move beyond product-led comparison and build trust quickly.
The appointment did not emerge in isolation. Story Digital had previously created campaigns for Mankind Consumer Products brands such as Gas-O-Fast and Nimulid. That body of work, built on culturally relevant ideas and social-first storytelling, helped convert an existing relationship into an expanded integrated mandate.
What marketers should watch
Joy Chatterjee, VP – Sales and Marketing, Mankind Pharma, said: “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.”
Pratiek Sawhney, Co-Founder, Story Digital, called the move organic growth: “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.”
With both teams indicating a long-term creative partnership, the HealthOK account will be a test of whether integrated, insight-led work can move a challenger brand in a heavily advertised wellness market.
For agencies, the framework is straightforward: deliver culturally relevant work on smaller or adjacent brands, document the impact, and use that proof to earn a larger integrated account. For brands, the selection benchmark should go beyond the pitch deck—evaluate how an agency performs on work that already exists, because that record is often the best predictor of scaled success.
Source: MediaNews4U
