The Whole Truth has rolled out a campaign, 'Protein Ke Peeche Kya Hai?' (what's behind protein), to highlight the brand's clean ingredients.

Conceptualised by Manja, the campaign comprises an ad film.

The film begins with an oversized protein powder box, from which dancers emerge to the tune of 'Choli Ke Peeche'. Only this time, bodybuilders belt out a cheeky twist 'Protein Ke Peeche Kya Hai?' spotlighting the hidden additives commonly found in protein powders, from amino-spiking agents to artificial sweeteners. The satire builds until Shashank Mehta, founder, The Whole Truth, steps in. Holding up a pack, he tells a couple that if a product carries so many labels, one probably doesn’t need it. The narrative then pivots to the brand’s promise - clean, transparent ingredients front and centre.

What we think about it: The brand addresses the stigma around protein powders by debunking myths and spotlighting its commitment to natural, minimal ingredients. Its playful twist on a popular song adds humour and memorability, making the message both entertaining and impactful. The cherry on the cake was getting the brand's founder to make a cameo to spotlight the offerings.

The campaign was rolled out across social media on 17 September.

CREDITS: 

Client: The Whole Truth
Agency: Manja
Director: Indrasish Mukerjee
Executive Producer: Kedhhar Barrve and Surya Balakrishnan
Producer: Pallavi Singh
Founder and CCO: Prajato Guha Thakurta
Founder and CEO: Arvind Krishnan
Head of creative: Suyash Barve
Art director: Satyajeet More
Account management: Sayali Kolge