MyFitness peanut butter brand by BRND.ME, has launched its newest integrated campaign, ‘Bas Taste Hi Kiya Tha,’ a lively and humorous film marking a shift from a fitness-only positioning to a wholesome family favourite. With the line Har Family ki Health ka Tasty Partner, the brand aims to appeal to millions of Indian households.
The campaign shows a familiar Indian family setting, highlighting the universal truth that every home has a secret snacker who later says, just tasted it. The film opens with the everyday bustle of family life, with each member secretly sampling MyFitness Peanut Butter. The mother enjoys a spoonful, the father notices its protein-rich taste, the sister pairs it with chips, and the grandmother spreads it on her roti. When the child finds the jar empty, the family pauses before confessing together, Bas taste hi kiya tha. This playful moment is the emotional hook of the campaign and is designed for social media recreation.
Having built early recognition among fitness enthusiasts, the brand now speaks to the everyday lives of Indian families. The use of simple Hindi, natural performances, and authentic home settings helps the film connect with audiences in metros as well as Tier 2 and Tier 3 cities, appealing to those who want snacks that are both tasty and healthy.
The launch began with curiosity-building teasers, followed by the main film and creator-led content. Brand ambassador Sahil Khan generated 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.
This campaign supports MyFitness by BRND.ME’s broader goal of establishing peanut butter as a mainstream household item and expanding beyond fitness-focused consumers. By focusing on everyday family behavior, humour, and relatable emotion, the brand reinforces its cultural relevance and leadership in the growing peanut butter category.
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.”
