MyFitness by BRND.ME has launched its latest campaign titled ‘Bas Taste Hi Kiya Tha’, marking a strategic shift from being a fitness-focused brand to a household snacking staple. Moving beyond gym culture and protein stereotypes, the brand now embraces a relatable family-first narrative.
The campaign film unfolds inside an everyday Indian home where different family members-parents, kids and even grandparents-sneak a spoonful of MyFitness Peanut Butter. Each one casually samples it and later denies overindulgence with the now-iconic line: “Bas taste hi kiya tha.” This recurring phrase becomes the heart of the storytelling, capturing the universal habit of secretly snacking.
A spokesperson from MyFitness explained that while the product initially gained popularity among fitness enthusiasts, consumer behaviour revealed a bigger reality-Indian families were already treating peanut butter like a shared, daily snacking product. The campaign celebrates that bond with humour, simplicity and cultural familiarity.
The marketing rollout includes teaser videos, the main film and creator-led extensions. Brand ambassador Sahil Khan sparked curiosity with a pre-launch post that helped build early traction. Next in the pipeline is the #BasTasteHiKiyaTha Challenge, encouraging audiences to recreate the playful snack-stealing moment, likely boosting recall and organic sharing.
With this refreshed positioning, MyFitness aims to expand relevance across metros and Tier-II & Tier-III markets, establishing peanut butter not as niche fitness fuel but as a mainstream pantry essential enjoyed by everyone.
