Brand Tone

Authoritative and Encouraging

Brand Values

• •Trust and Scientific Credibility
• •Results-Oriented Efficacy
• •Safety and Health
• •Accessibility and Inclusivity
• •Aspiration and Transformation

Best Practices

• •Always Leverage the Cipla Association: Every piece of high-level marketing copy should mention "Cipla Health" or "developed by nutrition experts." This is the brand's most powerful asset for building trust and overcoming skepticism about side effects.
• •Focus on the "Why," Not Just the "What": Instead of just selling a "weight gainer," sell the outcome: confidence, achieving a dream job, looking good for a wedding, or improved stamina. Connect the product to the user's life goals.
• •Use "Trust" and "Safety" as Keywords: Consistently use words like "trusted," "safe," "since 20 years," and "no side effects" in descriptions, ads, and social media posts. This directly counters common customer fears about supplements.
• •Embrace Testimonials and Real Stories: Continue the #TransformZindagi campaign by featuring authentic user stories. This provides social proof and makes the brand's promises of transformation feel more attainable and relatable.
• •Maintain an Encouraging and Supportive Voice: Frame the copy to be empowering. Use phrases like "Overcome your struggles," "Don't let... hold you back," and "Start your journey today." Position the brand as a supportive partner in the customer's health journey.

Social Perception

The public perception of Endura Mass is largely polarized, falling into two main camps: Effective for Beginners and A 'Dirty' Gainer for Serious Fitness Enthusiasts. Despite criticism from the fitness community, the brand enjoys strong recognition and trust in the general Indian market due to its long-standing presence and affiliation with Cipla.

Copy Examples

• •Your future is bright. Your confidence should be too. Don't let being underweight hold you back in your college years. Backed by 20 years of trust and the science of Cipla Health, Endura Mass is here to help you build not just weight, but the confidence to match your ambitions. #TransformZindagi #EnduraMass #HealthyWeightGain #CollegeLife
• •Subject: Tired of trying everything? Visible results are possible. Body Preview: Developed by nutrition experts at Cipla Health, Endura Mass is the trusted choice for your weight gain journey. See the change...
• •Headline: Build Your Body, Build Your Future. Sub-headline: India's most trusted weight gainer for over 20 years. Scientifically formulated for safe and visible results.
• •More than just calories, it's a balanced nutritional formula. Each serving of Endura Mass is packed with high-quality proteins and complex carbohydrates, developed by experts at Cipla Health to ensure you gain weight effectively and safely. Fuel your body, see the difference.
• •Headline: Meet the Physical Standards. Serve the Nation with Pride. Body: Being underweight shouldn't stand between you and your dream to join the armed forces. Endura Mass is a trusted, safe, and effective way to meet your weight goals and build the strength to serve. Start your transformation today. #ServeTheNation #IndianArmy #FitnessGoals