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Overview:‍

An upcoming Indian D2C functional beverage brand is launching with a unique probiotic soda offering. After completing clinical trials and its first commercial batch, the brand is gearing up for listings on q-commerce platforms (Zepto, Blinkit, Instamart, Amazon). As a new player in an emerging category, it needs to build awareness through education, credibility, and relatability. While the initial target is Gen Z, early adoption from millennials focused on gut health signals a wider audience. The key objective is to spark authentic conversations around probiotics and establish a strong, engaging social presence.

Brief Requirements:

• Develop a content strategy centered on education (probiotics, gut health, soda alternatives)
• Build collaborations with nano/micro influencers in wellness, fitness, and nutrition
• Generate UGC and collab content that can be reposted/boosted on the brand’s social channels as ads
• Manage organic social media presence on Instagram with consistent storytelling and engagement

Agency Requirements:

• Expertise in influencer-driven campaigns with wellness, nutrition, and lifestyle creators
• Ability to scout, vet, and manage nano/micro influencers
• Experience in turning UGC/influencer content into paid social campaigns
• Small, founder-led team preferred for close collaboration and agility