India, 1st July 2026: Knya, India’s leading medical lifestyle brand, has announced a first-of-its-kind partnership with The Viral Fever (TVF), becoming the first medical lifestyle brand to collaborate with India’s most awarded digital storytelling studio.
Launched on National Doctor’s Day, the collaboration features a series of three digital reels starring actor Ahsaas Channa, Akanksha Rajan Kapoor and other familiar faces from the TVF ecosystem. Designed around relatable healthcare narratives, the campaign integrates Knya scrubs organically into the storytelling, celebrating the people behind India’s healthcare system.
At a time when most consumer brands rely heavily on traditional advertising and performance marketing, Knya has made a deliberate bet on storytelling, putting India’s healthcare professionals at the center rather than using them as a backdrop to sell a product.
Abhijeet Kaji, Co-founder, Knya, said “Every one of us has a doctor we remember — the one who stayed a little longer, explained a little more, made us feel less afraid. That’s what we kept coming back to while building this campaign. Healthcare professionals give everything to their work, often without recognition, and we wanted National Doctor’s Day to be the moment we put them at the center of a story instead of a backdrop. Partnering with TVF gave us a way to do that through narratives people already love, rather than another ad. For Knya, that’s far more meaningful than any campaign metric.”
Vijay Koshy, President, TVF, said – “The strongest brand partnerships are those that add to the story rather than interrupt it. Knya came to us with a clear intent—to celebrate healthcare professionals through authentic, relatable narratives—and that aligned perfectly with our storytelling philosophy. Together, we’ve created content that is entertaining, culturally relevant, and rooted in real experiences. We’re proud to partner with Knya on a campaign that shines a light on the people behind India’s healthcare system and celebrates their contribution in a meaningful way.”
The campaign serves as a tribute to India’s healthcare professionals while demonstrating a new approach to brand building, one that prioritizes storytelling, community, and cultural impact alongside business growth.
