Wellbeing Nutrition has rolled out a campaign, ‘The Lighter, Quieter Whey’, to highlight its whey protein range, designed to be lighter, easier on the gut and suitable for everyday consumption.

The campaign consists of an ad film that challenges category norms by addressing digestive discomfort. Using humour across everyday situations, workouts, PT class, pool time, and even private moments, the film spotlights a shared but seldom discussed problem: whey-induced digestive discomfort. These awkward, recognisable moments make the point: protein should work with your body, not against it. It showcases how the brand's whey protein is lighter on the gut and doesn't cause any awkward moments.

What we think about it: Smartly flips a performance-obsessed category by making digestive comfort, not muscle gain, the hero, using awkward everyday moments to turn a private irritation into a shared insight. Its strength lies in how lightly it carries a functional message, though at times the humour risks softening the product’s differentiation just when it needs to land hardest.

Saurabh Kapoor, co-founder, Wellbeing Nutrition, said, "Sports and performance category is a big focus for us, and protein sits right at the heart of that. But when we listened to people, it was clear that protein isn’t just for gym-goers, it’s a part of everyday life. This film comes from a very real insight we kept hearing: people want the benefits of protein without the discomfort they deal with regularly.”

Varun Kandhari, chief marketing and growth officer, Wellbeing Nutrition, added, “The Lighter, Quieter Whey comes from listening closely to how people really experience protein in their everyday lives. While whey protein is essential for strength and recovery, digestive comfort has long been ignored in the category. With this campaign, we are opening up an honest conversation and reinforcing our commitment to clean, thoughtful formulations that work in sync with the body.”