Mumbai: True Elements, a subsidiary of Marico Limited, has unveiled an exciting new campaign featuring Indian cricket captain Rohit Sharma, marking the launch of his own brand of healthy breakfast and snacks—RS by True Elements. This unprecedented collaboration sees Rohit not only endorsing but also co-creating a product line that carries his name and image, symbolizing trust and commitment to healthy living.
The campaign showcases Rohit Sharma, affectionately known as “The Hitman,” delivering an authentic, humorous, and engaging message that highlights True Elements’ dedication to using 100% natural ingredients. Combining Rohit’s signature charisma with a viral “mic drop” moment, the campaign positions RS by True Elements as a brand committed to wholesome, real ingredients, backed by Rohit’s personal endorsement.
Rohit’s punchline reinforces his belief in the product, stating, “Back of pack maine pad liya…taakiaapkopadnanapade,” along with the tagline “True Elements – Food with Hitman’s Guarantee.” This adds a layer of credibility and trust for consumers, emphasizing that the brand lives up to its promise of healthy, honest ingredients. The campaign aims to address common misconceptions about packaged health foods while promoting healthier eating habits among youth.
Set to roll out across digital platforms and social media, the campaign leverages the viral appeal of the mic drop moment to engage a wide audience. In its initial phase, the RS by True Elements product line will focus on breakfast and snacking, featuring over 10 products. Breakfast options will include Dark Chocolate Muesli and Berry Delight Muesli, while the snacking category will offer a variety of products such as Namkeen Mix, Party Mix, SuperSeeds Mix, and various Trail Mixes. Additionally, the brand plans to launch a range of 5-minute ready-to-drink breakfast shakes in a premix format, along with millet-based offerings like Millet Mix and Chatapata Mix, catering to regional taste preferences.
Puru Gupta, Co-Founder & CEO of True Elements, said “This collaboration comes at a time when the conversation around ingredient transparency and exaggerated marketing claims are heating up in India. True Elements has consistently led the way with honest ingredient declarations and no misleading claims.While an endorsement by Captain Rohit Sharma is a great validation, we have gone one step forward with this partnership, with Rohit launching his own line with us. It is probably the first time any food brand has attempted to license in a co-branded manner in India. So, while we sort out the back of pack for Rohit, he sorts out the front of pack for us!“
Subodh Menon, Founder & Director, Fanboy Pictures, said, “When the True Elements team approached us for an end-to-end solution for a social-first campaign, we thought why not use it to our advantage and call out what all campaigns want to do – Go Viral! So, we thought of a series of films where Rohit goes to great lengths to make sure that our messages take off and goes viral. To add authenticity, we also cast Puru as the tough founder who has sky-high expectations for Rohit. Overall, it turned out to be a super fun project”
RS by True Elements will adhere to the same principles as True Elements, ensuring that no preservatives, chemicals, or artificial colors are added to its products. The recipes will be co-created by Rohit Sharma in collaboration with the True Elements team.
The new sub-brand will be available across e-commerce platforms, quick commerce services, local grocery stores, and their own direct-to-consumer channels, aiming to reach 1 crore Indian households.
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