C4 × Xtend — Bright Performance Nutrition × Galvor AI

01 /

Brand

Bright Performance Nutrition Pvt Ltd is the India distributor for two of the most recognised sports nutrition brands in the world — C4 pre-workout and Xtend recovery. This campaign was the brand's push into performance-aware Indian gym culture via Instagram Reels.

The objective was pure awareness at the lowest possible Cost Per View — getting the C4 and Xtend names in front of male gym-goers, athletes, and serious fitness enthusiasts (18–35, urban India) who had the intent and the income to buy imported supplements.

Pre-Workout

BCAA & Recovery

Instagram Reels

Campaign Channel

C4 — India's #1 imported pre-workout. Internationally recognised for explosive energy, mental focus, and endurance. Entering the Indian gym market against established domestic brands with premium credentials and a global reputation.

Xtend — Premium BCAA and intra/post-workout recovery formula trusted by competitive athletes globally. Formulated for serious trainers who understand the science behind recovery, not just the aesthetics.

Target: Male gym-goers and serious athletes, 18–35, urban India. Audiences who train for performance, not just appearance — and who influence supplement buying decisions in their peer circles.

02 /

Challenge

Building awareness in a crowded fitness space

C4 and Xtend are premium international imports competing with established Indian brands that have deep retail and digital presence
Reaching serious gym audiences — not casual wellness browsers — is expensive and hard to target via paid media alone
A CPV objective meant every rupee had to generate real, measured views — not just impressions or vague reach numbers

Finding genuine fitness creators, not just gym aesthetics

Most fitness creators on Instagram skew toward aesthetics, lifestyle, and transformation content — not performance supplementation
Needed creators whose audiences actually train, lift, and compete — audiences that would trust a supplement recommendation
Had to avoid creators who had previously promoted competing or low-quality nutrition brands, diluting trust

Keeping content authentic despite scripted briefs

Brand required scripted, brand-focused content — harder to make feel native and organic in a feed of personal training content
High skip rates are expected with scripted content; managing CPV within a fixed budget was the defining operational challenge
Content needed to educate on product benefit ("how it helps in your actual workout") without feeling like a direct-response ad

03 /

Solution

Discovery

Creator Discovery

Galvor scanned fitness, gym, cricket, and sports lifestyle creators with an audience composition filter front and centre. Male 18–35, training-focused audience was the primary selection criterion — not follower count, not engagement rate on its own. Creators with smaller but highly aligned audiences were actively preferred over large lifestyle accounts with diluted fitness audiences.

Vetting

Brand Safety Vetting

Each shortlisted creator was audited for supplement and nutrition brand history. Any creator who had endorsed competing brands, low-quality protein blends, or overly generic health products was eliminated. The goal was a clean, credible creator slate — creators who could genuinely position C4 and Xtend as premium performance tools, not just sponsors.

Brief

Content Angle Alignment

All 9 creators were briefed on a single unifying angle: "How C4 / Xtend helps in your workout." A performance-first message that kept the product central without being purely transactional. Creators were given latitude in hook construction and format, but the narrative thread — energy, recovery, performance — was locked across the campaign.

Formats

Format & Niche Diversification

Formats were deliberately spread across gym workout reels, cricket and sport integration, daily vlog style, and FTC (fitness-to-camera) content. This maximised sub-audience reach — the cricket-gym crossover (Pranjal, Nainshika) addressed performance sport audiences; the trending audio formats (Neha, Muskan) targeted discovery-driven Reels viewers; the direct gym workout content anchored brand relevance for core fitness audiences.

04 /

What the Content Revealed

Across 9 creators and 9 reels, three performance patterns emerged.

₹0.05 CPV

Anshika's Outlier Effect

1,28,470 views on a ₹6,000 spend. The reel with the lowest average watch time in the campaign (2 seconds) drove over 50% of total campaign views — proving that a scroll-stopping hook matters more than retention depth when the objective is pure CPV awareness. High skip rate (86.4%), massive reach (1,18,067 accounts). Volume over depth, executed at scale.

2,598

Pranjal's Engagement Depth

43,247 views with the highest interactions in the campaign (2,598) and 268 saves. Cricket × Workout integration resonated deeply with male fitness audiences (96.8% male reach). Niche content — sport-specific, non-generic — beats broad gym content for engagement quality. Pranjal's content had the highest average watch time at 11 seconds, the only creator to hold attention past 10 seconds.

17 sec

Muskan's Watch Time Advantage

17 seconds average watch time — the highest in the campaign — with only a 15.8% skip rate. The trending audio FTC format dramatically improves watch completion even in sponsored content. Muskan's reel had the best viewer quality per view: the audience that did watch, watched through. Best depth metric even if not the highest volume play.

05 /

₹0.31

blended CPV · 9 creators · ₹78,500 total spend

Creator	Spend (₹)	Views	CPV (₹)	Accounts Reached	Avg Watch (s)	Skip Rate	Interactions
Nainshika	₹18,000	13,357	₹1.35	9,522	9	51.3%	578
Chaitanya	₹4,000	2,586	₹1.55	1,318	8	60.0%	124
Neha	₹4,000	7,262	₹0.55	5,909	4	74.3%	96
Pranjal	₹14,000	43,247	₹0.32	23,256	11	60.4%	2,598
Muskan	₹3,000	21,429	₹0.14	1,221	17	15.8%	568
Shruti	₹15,000	21,839	₹0.69	13,460	6	67.8%	568
AnshikaBest CPV	₹6,000	1,28,470	₹0.05	1,18,067	2	86.4%	702
Aryaman	₹7,000	5,109	₹1.37	2,875	7	65.1%	182
Devesh	₹7,500	12,426	₹0.60	9,340	4	63.5%	392
Total	₹78,500	2,55,725	₹0.31	1,84,968	7.6 avg	—	5,808

5,311

Total Likes

583

Total Saves

367

Total Shares

5,808

Total Interactions

"Anshika's reel at ₹0.05 CPV proved that on a pure awareness objective, the right creator + the right hook beats budget every time — 50% of total campaign views came from one ₹6,000 investment."