Cosmix has rolled out a campaign to spotlight its No-Nonsense bar product.

Conceptualised by The New Thing, the campaign consists of an ad film.

The film opens with a voiceover that mimics a traditional ad read, layering flowery product language over the protagonist as it describes a 'whisper of chocolate kissed by Chikmagalur coffee.' It plays with the familiar grammar of food marketing, only to then break the fourth wall and strip it back to what actually matters: a plant-powered protein bar made with clean ingredients that genuinely tastes good, making honesty the creative device rather than a disclaimer. Each time the voiceover cuts in to embellish the product, the protagonist interrupts, because she’s genuinely enjoying the bar and doesn’t want to be pulled out of the moment. The film ends with the voiceover finally giving in, letting go of its urge to over-describe the product and leaving the experience to speak for itself.

What we think about it: The film smartly turns the category’s tired 'sexy food' tropes (slow bites, sensual reactions, over-the-top descriptions) into the joke, using interruption and self-awareness to make honesty feel fresh rather than preachy. At times, the meta idea risks becoming the main event, slightly crowding out the product itself, but that tension also mirrors exactly what the film is trying to critique.

Vibha Harish, co-founder, Cosmix, said, “Cosmix has always let the product do the talking and is known for its transparency and honesty, so it was imperative that the marketing followed suit. Our community has been eagerly waiting for this drop, which meant there was no room for shortcuts. So, we wanted to do it with a bang, all while staying true to our No-Nonsense values.” 

Shraddha Panday and Anagha Annet, creators, The New Thing, added, “We noticed that the category cues for ‘tasty’ always leaned towards ‘sexy’. And always via women. When we sat down to list these moments of ‘nonsense’, we were surprised by how many came up - be it the singular drop of juice on an actress’s lip, or a bite of chocolate that sends her into a sensuous coma. So we decided to lean into it, and then call it out.”