MyFitness, the peanut butter brand under BRND.ME, has rolled out its latest integrated campaign, ‘Bas Taste Hi Kiya Tha’, signalling a shift from a fitness-centric identity to a broader appeal as a full-family favourite. With the refreshed line “Har Family ki Health ka Tasty Partner,” the brand positions itself at the centre of household snacking and everyday nutrition.
The campaign film, set in a familiar Indian home, plays on a universal family dynamic—someone claims to have “just tasted” the snack while the jar somehow empties out. The narrative unfolds with each family member secretly sampling MyFitness Peanut Butter: the mother takes a spoonful, the father discovers its protein-rich flavour, the sister pairs it with chips, and the grandmother quietly spreads it on her roti. When the child finds an empty jar, the entire family delivers the now-signature confession, 'Bas taste hi kiya tha.' The moment serves as the emotional anchor and is designed for wide social media imitation.
Watch the film here:
A company spokesperson said, “Indian families connect strongly over food, and this campaign reflects that with simplicity and humour. While MyFitness built early traction among fitness consumers, our audience has already shown us that the product sits naturally in family kitchens. This campaign places the brand exactly where it is used most—across all age groups in everyday homes.”
The campaign marks a strategic pivot for MyFitness by BRND.ME, moving beyond its fitness-first perception. With everyday Hindi, expressive performances and lived-in home settings, the film has been crafted to resonate across metros as well as Tier 2 and Tier 3 cities, where families look for snacks that combine taste with health.
The rollout began with teaser content to build intrigue, followed by the main film and creator-led extensions. Brand face Sahil Khan generated pre-launch curiosity with a playful “breakup tease” across social platforms. The upcoming #BasTasteHiKiyaTha Challenge, launching on Instagram and Josh, invites users to recreate their own “caught red-handed” snacking moments, with the brand projecting a reach of over 80 million through top creators and regional influencers.
The campaign supports MyFitness by BRND.ME’s broader goal of cementing peanut butter as a mainstream household essential, expanding its footprint beyond its initial fitness-driven consumer base. By tapping into everyday family behaviour and humour, the brand aims to strengthen cultural relevance in India’s rapidly growing peanut butter category.
