Ranbir Kapoor has entered the Indian FMCG space, but not with another celebrity-backed product line. Kapoor has launched Flux Theory, a new shower brand he has founded with Advay Jhunjhunwala and venture-building platform Think9.
To introduce the brand, Flux Theory has released a campaign film that brings together five of Kapoor’s most recognisable characters: Barfi, Bunny, Jordan, Ayan and Shiva. The idea is simple: the person you are in one moment may not be the person you want to be in the next.
The shower, in Flux Theory’s world, becomes that little reset point. A place to pause, pick a mood and step into another version of yourself.
The campaign takes Kapoor’s familiar characters out of their original films and puts them in the same Flux Theory universe.
Barfi brings the playful, mischievous energy, while Bunny represents curiosity and the urge to explore. Jordan is the intense, expressive one, Ayan brings a more romantic and emotional side, and Shiva carries a quieter, instinctive confidence.
Each personality is linked to one of Flux Theory’s five shower gels, turning the collection into more than a choice between fragrances.
The brand’s central question “Who do you want to be today?” is also the campaign’s hook. Instead of treating a shower as just another hygiene routine, Flux Theory positions it as a moment where you can reset before stepping into the rest of your day.
Flux Theory’s five-product range is built around personality-led names, with each shower gel combining a particular fragrance with a skin-focused benefit.
Lover is positioned as a moisturising shower gel with gold leaf and argan oil, paired with a santal fragrance. Rebel takes the exfoliating route with charcoal and a spicy leather fragrance.
Dreamer is a hydrating, foaming body wash with bergamot, while Sport is a refreshing detan gel with a mint fragrance. Sage rounds out the range with a deep-cleansing formula and an earthy oud fragrance.
The idea is that consumers don’t have to stick to one identity or even one product. The shower gel can change depending on the mood, moment or version of themselves they want to bring out that day.
Flux Theory is available across Amazon, Flipkart, Myntra, Zepto, Tira and Instamart, as well as through its own website.
With its first collection, the brand is essentially asking consumers to look at the shower a little differently: not just as the place where you wash off the day, but where you decide what version of yourself walks out next.
Watch the campaign
Ranbir Kapoor, Founder, Flux Theory, said, “Every character I have played has stayed with me in some way. Barfi, Bunny, Jordan, Ayan and Shiva are all different parts of me, and I think that is true for all of us. We are not one fixed personality. We change with the day, the mood and the moment, and that is the idea I wanted to build Flux Theory around.”
He further added, “As a Founder, I wanted the brand to feel as alive and full of personality as that thought. That is why the film had to be larger than life, a little chaotic and full of energy; it reflects what it feels like to carry so many different sides of yourself. With Flux Theory, the shower becomes a moment to ask yourself: who do you want to be today?”
Advay Jhunjhunwala, Co-founder, Flux Theory, said, “Bringing five of Ranbir’s characters into one film gives people an immediate sense of what Flux Theory is about. They are all recognisably him, yet each has a completely different personality. We wanted the products to offer that same sense of choice. Each shower gel has a clear purpose for the skin, but its fragrance and personality also speak to how you want to feel and which side of yourself you want to express.”
“The film captures that freedom on screen; the collection brings it into an everyday ritual. That is the ambition Ranbir and I share for Flux Theory, to make the shower a more personal experience, one that can feel different every day.” he said.
