MuscleBlaze has rolled out a film for its Biozyme Whey Protein featuring former founder BharatPe and Shark Tank judge Ashneer Grover. 

Playing on the entrepreneur’s reality show persona, the film opens with a founder pitching a bizarre idea called ‘Random Gudgudi’. Instead of delivering his trademark roast, Grover unexpectedly backs the idea, calling it 'disruption'  and trusting his ‘gut feeling’, much to the shock of his fellow judges on the show. The disastrous investment eventually pushes him into bankruptcy, before the film reveals that the real culprit wasn’t poor judgment but a ‘bad gut’ caused by bloating and poor protein absorption, while positioning the brand's Biozyme Whey Protein, with enhanced absorption, as the remedy.

What we think about it: The campaign smartly mines Grover’s persona and catchphrases for self-aware humour, while cleverly playing on the phrase ‘gut feeling’ as a metaphor for instinct. The link between bloating and disastrous business decisions is deliberately over-the-top, but by dramatising a functional product claim through a bankruptcy tale, the film embraces its own absurdity, and that's what makes it tick.

The campaign was released across social media platforms on 5 June 2026.