MyFitness by BRND.ME has rolled out a vibrant new campaign, ‘Bas Taste Hi Kiya Tha’, marking a major shift from its fitness-focused positioning to a warm, family-centric identity. Launched on 24 November 2025, the campaign reframes MyFitness Peanut Butter as “Har Family ki Health ka Tasty Partner”, expanding its appeal across Indian households.
Set in a relatable home buzzing with daily chaos, the film captures a timeless Indian habit – everyone secretly sampling snacks and denying it later. Each family member indulges in MyFitness Peanut Butter in their own guilty-pleasure style: the mom sneaks a spoonful, the dad praises its protein punch, the sister pairs it with chips, and the grandmother spreads it quietly on her roti. When the child finds the jar empty, the family unites in a sheepish confession: “Bas taste hi kiya tha.” This honest, humorous moment forms the emotional core of the campaign and is designed for social media virality.
A company spokesperson shared that Indian families bond over food, and this campaign reflects that sentiment. While MyFitness initially gained popularity among fitness enthusiasts, real consumer behaviour revealed its place as a household staple-now the brand is embracing that truth wholeheartedly.
The campaign rollout featured teaser videos, the main film, and creator-led content. Brand ambassador Sahil Khan fueled pre-launch excitement with a clever breakup-themed teaser. The upcoming #BasTasteHiKiyaTha Challenge on Instagram and Josh encourages users to recreate their own funny “caught snacking” moments, with an expected reach of over 80 million through top creators.
By grounding the storytelling in everyday family behaviour, humour, and authenticity, MyFitness strengthens its cultural relevance and its mission to make peanut butter a mainstream, all-age favourite across India.
