Longevity and biohacking barely existed in India. The conversation was confined to health-obsessed founders, a handful of investors, and the occasional wellness nerd who'd discovered Huberman. No community. No shared space. No high-signal conversation. What existed was noise; supplement brands pushing magic pills, influencers repackaging the same advice, sales funnels disguised as content. Meanwhile, brands everywhere were "building community" the same way: - Launch a group - Post promotional content - Watch engagement die - Quietly abandon it. Community had become a marketing checkbox.

Our plan was: Launch differently, because the wellness space was drowning in sincerity; promises of transformation, optimisation, your best self. We'd cut through with irony & curate ruthlessly. So we came up with the Magic Pills campaign. Everyone wants the magic pill that fixes their health without the work. We gave them exactly that, literally. Actual candy, packaged to look like a supplement. Our ICP on Twitter got the joke & in 24 hours we had 1000+ signups, 100k+ views, 500+ Twitter mentions. All with ₹0 spent on ads. The people who laughed were exactly who we wanted. We hand-picked the first 100 members, people we knew were genuine health nerds. After that, every application went through a stringent selection. Curation created trust. Trust created real conversation. And real conversation created a community that didn't need us.

Build for members, not the brand. If you honestly serve your community & show up for them, they will repay you a 100X.