MyFitness by BRND.ME Launches Fun Campaign Making Peanut Butter a Family Favourite

MyFitness by BRND.ME Launches Fun Campaign Making Peanut Butter a Family Favourite

Bengaluru, Dec 01: MyFitness, India’s leading peanut butter brand by BRND.ME, has launched its newest integrated campaign, ‘Bas Taste Hi Kiya Tha’, a lively and humorous film that marks a shift from a fitness-only positioning to a wholesome family favourite. With the refreshed line “Har Family ki Health ka Tasty Partner”, the brand is expanding its appeal to millions of Indian households.

The campaign captures a warm and familiar Indian family environment, showcasing the universal truth that every home has a secret snacker who later insists they “just tasted it.” Set inside a relatable home, the film opens with the everyday bustle of family life before each member secretly samples MyFitness Peanut Butter in their own way. The mother enjoys a spoonful, the father discovers its protein-rich taste, the sister pairs it with her chips and the grandmother spreads it quietly on her roti. When the child returns and finds the jar empty, the family freezes before confessing together, “Bas taste hi kiya tha.” This playful moment becomes the emotional hook of the campaign and is crafted for wide social media recreation.

Company spokesperson  said, “Indian families have always bonded over food, and this campaign celebrates that truth with honesty and humour. MyFitness Peanut Butter may have started as a fitness favourite, but our consumers were already showing us that it had become a family staple. ‘Bas Taste Hi Kiya Tha’ brings that reality alive and places the brand where it truly belongs, in every Indian home, enjoyed by everyone.”

The campaign marks a key evolution for MyFitness by BRND.ME. Having built early affinity among fitness enthusiasts, the brand now extends its voice to reflect the everyday lives of Indian families. The use of simple Hindi, expressive performances and authentic home environments ensures that the film resonates across metros as well as Tier 2 and Tier 3 audiences who seek snacks that deliver both taste and health.

The launch rolled out with curiosity-building teasers, followed by the main film and creator-led content. Brand face Sahil Khan stirred pre-launch buzz with a playful breakup tease that captured attention across social platforms. The upcoming BasTasteHiKiyaTha Challenge on Instagram and Josh invites users to recreate their own “caught red-handed” moments and is projected to reach over 80 million viewers through leading creators and regional influencers.

This campaign supports MyFitness by BRND.ME’s larger ambition to establish peanut butter as a mainstream household essential and expand its presence beyond fitness-first consumers. By grounding the story in everyday family behaviour, humour, and relatable emotion, the brand strengthens its cultural relevance and leadership in the growing peanut butter category.