L&K Saatchi & Saatchi creates campaign for BigMuscles Nutrition with Ranveer Singh

Mumbai: One is a versatile and much sought-after macho man of Bollywood who has singularly gone on to redefine the definition of power and what one can do with it, while the other is an accomplished power brand that assists those looking to push themselves in order to achieve more. The two have now teamed up to form one powerful force and set the pulse racing for others to emulate and learn from.

Ace Bollywood actor Ranveer Singh and leading nutritional supplement brand BigMuscles Nutrition, have launched their inaugural brand campaign that inspires go-getters to push their boundaries and achieve more. The integrated brand campaign includes a series of ad films that will be launched across popular television genres and will be complemented with communication across the mediums of outdoor, activation and digital.

Launched under the credo of ‘You are stronger than you think’, the ad film seeks to increase brand awareness and drive consumer pull while also positioning BigMuscles Nutrition as a premium and trusted brand. Conceptualised & executed by L&K Saatchi & Saatchi, the TVC focuses on the premise that more than physical rigour, body building is an individual journey. It’s about discipline and an indomitable spirit. And when this drive to reach newer milestones is accompanied by the right supplement, the journey becomes even more enriching.

Commenting on the launch, Suhel Vats, Director, BigMuscles Nutrition says,“We launched BigMuscles in the year 2009 and it has emerged as the top-most nutritional supplement brand in India over the last three years. We decided to partner with Ranveer Singh as our brand ambassador because he has created new benchmarks in fitness. He has infectious energy and his personality is a direct fit with our brand messaging ‘you are stronger than you think’. We hope to take the brand to the next level with this campaign that encourages the youth of India to believe that they are stronger than they think.”

The TVC showcases a regular gym routine and how there comes a point when your body gives up, but the mind still pushes you for more. These high-power moments have been captured using brand ambassador Ranveer Singh in a never-before-seen raw, honest portrayal of himself. The sequence has been amplified with a simple narrative –‘just when you think your body can go no further, let your mind and BigMuscles give you that push you need’.

Emphasising on the creative thought-process behind the campaign, Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi said: “We wanted to distinguish ourselves from competition by going inwards and reaching deep… ‘You’re Stronger than you Think’ was born out of a simple insight: If you look within you, you’ll always find one more rep, one more lift, one more try to take you closer to your goal. It’s a thought that applies to life as much as it does to body building… A thought we believe the brand can build up on in the years to come.”

The campaign will be amplified through TVCs, outdoor hoardings and activations at national body building events, along with a strong play on digital platforms with Ranveer Singh himself tweeting about his association with the brand.

BigMuscles Nutrition started its journey almost a decade ago, with the aim of taking fitness to the masses and inspiring the youth of the country to be fit and strong. The brand frequently lends its support to aspiring body building athletes from all over India and also associates with the major bodybuilding and fitness events in an effort to keep the culture of fitness alive.

Link to the TVCs:

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