Three60 Wellness is an Indian health and lifestyle supplement company that empowers individuals to achieve freedom from everyday stressors through safe, effective, and non-habit-forming products. Their product range targets key aspects of well-being, including better sleep, reduced stress, improved gut health, enhanced focus, and sexual performance. With a focus on holistic wellness, Three60 Wellness offers expert guidance, self-assessment tools, and knowledge resources to support customers on their journey to a healthier lifestyle.
Despite its thoughtful product formulations and holistic philosophy, Three60 Wellness faced the challenge of establishing itself as a credible brand in the crowded health supplement market. The objective of the campaign was to:
Spread awareness about Three60 Wellness and its product range.
Persuade customers to try these supplements.
Position Three60 Wellness as a trusted specialist in health supplements.
The Indian health and wellness supplement market has experienced significant growth in recent years, driven by increasing health consciousness, rising disposable incomes, and a shift towards preventive healthcare.
Market Size and Growth
The Indian dietary supplements market was valued at approximately USD 22.44 billion in 2023 and is projected to reach around USD 55.10 billion by 2032, exhibiting a compound annual growth rate (CAGR) of approximately 10.5% during the forecast period.
Similarly, the nutritional supplements market in India is anticipated to grow from USD 11.85 billion in 2023 to USD 28.70 billion by 2032, reflecting a CAGR of 10.7%.
Consumer Insights
Health Awareness: A growing awareness of health and wellness, particularly in urban areas, has led to increased consumption of dietary supplements.
Preventive Healthcare: There’s a notable shift towards preventive healthcare, with consumers seeking products that support immunity, mental health, and overall well-being.
Lifestyle Diseases: The rising prevalence of lifestyle-related conditions such as obesity, diabetes, and cardiovascular diseases has heightened the demand for supplements addressing weight management, immunity, and general wellness.
- Urban Professionals: Individuals aged 30+ with demanding work routines are increasingly exploring wellness solutions to improve focus, relaxation, and energy levels.
- Trust in Established Brands: Consumers often rely on familiar brands for guidance, making it difficult for newer players to gain immediate recognition.
- Preference for Natural, Non-Habit Forming Products: With concerns about dependency and side effects, products marketed as melatonin-free, non-habit-forming, and safe hold stronger appeal. This is one of the key USPs of three60’s range of products.
To overcome the challenge of competing directly with established brands, the campaign leveraged the familiarity of well-known brands’ messaging. By positioning Three60 Wellness products as a “natural next step” in solving specific lifestyle issues, the campaign is built on the trust and recognition these established brands had already cultivated.
The campaign focused on offline media, utilizing billboards, newspapers, and magazines to create memorable visual storytelling. Each concept strategically placed Three60 Wellness ads next to complementary product advertisements, creating a narrative flow.
Visual Strategy: Each ad followed the color scheme of the respective product label for visual consistency. All products were consistently placed on the right side to ensure visual coherence.
Continuity Element: Each ad featured a continuation arrow in the top-left corner, guiding the viewer from the established brand’s message to Three60 Wellness’s solution.
The campaign has 3 key ads:
Ad 1: Billboard (De-Stress & Snooze Gummies)
Placed next to a Casper mattress ad that promoted comfort and quality sleep.
Mattress ad headline: “Sleep on it. Lounge on it. Dream on it.”
Three60 headline: “..and take it further. De-Stress & Snooze Gummies. Fall asleep faster, longer, and deeper.”
Visual elements: The product bottle placed on a pillow with floating feathers to evoke calmness and restful sleep. A dark blue background with starry elements matched the product’s blue label for visual alignment.
Ad 2: Newspaper (De-Stress & Perform Tablets)
Placed next to a Durex condom ad promoting enhanced intimacy.
Durex ad headline: “Increased closeness, heightened sensations.”
Three60 headline: “..and take it further. De-Stress & Perform Tablets. Boosts testosterone, improves stamina, reduces stress.”
Visual elements: An orange background (matching the product label) with silk bed sheet textures, pearls, and rose petals for intimacy cues.
- Alternative protection brands that talk about physical intimacy can also be used.
Ad 3: Magazine (De-Stress & Focus Tablets)
Placed next to a glasses or lens ad promoting improved focus. This can be a full page visual ad or an advertorial.
California Almonds headline: “Stay Sharp. Stay focused.”
Three60 headline: “..and take it further. De-Stress & Focus Tablets. Improves alertness, sharpens memory, and boosts concentration.”
Visual elements: A cyan blue gradient background reflecting the product label with a “camera focus” effect to symbolize improved concentration.
- Alternative brands that talk about focus: California Almonds, Nescafe Coffee etc.
All 3 ads are designed to be used in all 3 formats (billboards, newspaper and magazines).
This research played a crucial role in shaping the “..and take it further” campaign for Three60 Wellness. Understanding that consumers trust established brands, we positioned Three60 Wellness as a natural next step in their wellness journey — seamlessly building upon narratives they already believe in.
By strategically placing Three60 Wellness ads alongside trusted brands like Sleepwell, Durex, and Essilor lenses, we tapped into existing consumer trust and behavior. Instead of competing directly, we aligned Three60 Wellness with familiar solutions while showcasing its unique benefits.
- Brand Establishment in a Crowded Market: Leveraging the messaging of established brands allowed Three60 Wellness to tap into pre-existing narratives, improving recall and credibility.
- Visual Consistency: The continuation arrow, unified layout, and color palette ensured brand recall despite varied product colors.
- Ad Placement Logistics: Establishing close communication with billboard, newspaper, and magazine companies enabled precise ad positioning next to relevant brand ads.
Although this was an idea concept campaign that could not go live, the Three60 Wellness team was highly impressed with the strategic thinking, creativity, and visual alignment achieved in the campaign. The concept successfully demonstrated how Three60 Wellness could gain traction in a competitive market through smart positioning.
This project taught me that creativity isn’t always about starting fresh — sometimes it’s about continuing a story people already know. By building on familiar narratives, I found a way to connect without being loud or intrusive. More importantly, it reminded me that great ideas come from empathy — understanding people’s struggles and offering solutions that feel natural, not forced. The campaign reinforced a simple truth: the best ideas often come from meeting people where they are — and helping them take it further..
Anshul Kapur (from my notes)
