Mumbai: RiteBite Max Protein, the flagship brand of Zydus Wellness, has launched an evocative new campaign titled “Mitti Se Majbooti” to mark International Yoga Day, celebrating India’s rich and often overlooked fitness tradition — Mallakhamb.
Far beyond just yoga postures, this campaign pays tribute to a legacy of discipline, balance, and strength rooted deep in India’s soil. “Mitti Se Majbooti” takes viewers on an immersive visual journey into rural akhadas, where young athletes practice Mallakhamb — a sport that fuses yogic control with gymnastic skill, performed on a vertical pole or hanging rope.
Crafted in collaboration with Mallakhamb federations, coaches, and national players, the campaign film captures the grit, focus, and quiet perseverance of these athletes, many of whom continue to train with minimal resources but unshakable resolve. Each frame reinforces the film’s message: “Real strength isn’t bought — it’s built from the mitti (soil) up.”
As the film concludes, a young Mallakhamb athlete reaches for a RiteBite Max Protein Bar, seamlessly integrating the brand’s core product into the journey of strength and endurance. With 10g of protein, the bar delivers sustained energy — aligning perfectly with the demands of a traditional sport reimagined for the modern fitness ecosystem.
Anvi Baria, National Gold Medalist – Mallakhamb, shared, “Mallakhamb trains both the body and mind in harmony. Our academy has produced national and Olympic-level athletes, and this partnership with RiteBite Max Protein brings us recognition and renewed hope.”
Ruturaj Shirodkar, National Player and Head Coach, Ruturaj Sports Academy, added, “The roots of Mallakhamb lie in Maharashtra, yet it still lacks official recognition as the state sport. With RiteBite Max Protein’s support, we hope to bring the sport the visibility and respect it truly deserves.”
Dr. Ravinder Varma, Senior Brand Manager, Zydus Wellness, emphasized, “Mitti Se Majbooti is a celebration of discipline, heritage, and inner strength. At RiteBite Max Protein, we believe fitness is more than trends — it’s about honouring what’s always made us strong. Mallakhamb captures that spirit perfectly.”
Shivam Tiwari, Brand Executive, Zydus Wellness, further added, “We wanted to go beyond the conventional Yoga Day narratives and shine a light on an ancient discipline that truly embodies strength — physically, culturally, and emotionally. This campaign is a tribute to the untold stories of athletes and coaches who continue to keep this tradition alive against all odds.”
The campaign doesn’t end with the film. RiteBite Max Protein is extending support to grassroots Mallakhamb training centres across India, and will also launch a digital series to amplify inspiring stories of athletes, coaches, and communities who safeguard this cultural treasure.
As the film closes on the silhouette of a poised athlete atop a Mallakhamb pole, bathed in golden sunrise, it leaves audiences with a powerful reminder: “Yoga beyond the mat. Strength beyond the usual.”
