Wellbeing Nutrition has unveiled The Lighter, Quieter Whey, a new brand campaign for its Whey Protein range, positioning it as lighter, easier on digestion and suitable for everyday consumption.
In a category that has traditionally prioritised performance claims, the campaign shifts attention to how protein fits into daily routines. The Lighter, Quieter Whey uses humour and familiar situations to highlight an often-overlooked consumer experience: digestive discomfort associated with whey protein. By bringing these unspoken moments to the surface, the film builds relatability before underscoring a simple premise—that nutrition should support the body without causing disruption.
With this creative approach, Wellbeing Nutrition continues to challenge category conventions, combining science-led, digestion-friendly formulations with culturally resonant storytelling. The campaign reflects the brand’s broader strategy of grounding innovation in consumer insight and transparency.
Watch the film here:
Commenting on the campaign, Saurabh Kapoor, Co-Founder; Wellbeing Nutrition said, “Sports and performance Category is a big focus for us, and protein sits right at the heart of that. But when we listened to people, it was clear that protein isn’t just for gym-goers, it’s a part of everyday life. This film comes from a very real insight we kept hearing: people want the benefits of protein without the discomfort they deal with regularly.”
Varun Kandhari, Chief Marketing and Growth Officer; Wellbeing Nutrition, added, “The Lighter, Quieter Whey comes from listening closely to how people really experience protein in their everyday lives. While whey protein is essential for strength and recovery, digestive comfort has long been ignored in the category. With this campaign, we are opening up an honest conversation and reinforcing our commitment to clean, thoughtful formulations that work in sync with the body.”
Whey protein is widely recognised as a complete protein supporting muscle strength, recovery and daily nutrition. However, for many consumers, regular intake can lead to bloating or heaviness. Addressing this gap, Wellbeing Nutrition’s whey formulation includes probiotics and digestive enzymes, along with essential amino acids and BCAAs, while focusing on processing methods intended to preserve protein integrity and reduce lactose content.
The campaign is being rolled out through a digital-first strategy, supported by influencer collaborations and community-led fitness activations. Through The Lighter, Quieter Whey, Wellbeing Nutrition aims to broaden the conversation around protein consumption, positioning it as part of everyday wellness rather than limited to workout routines.
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