MuscleBlaze launches Indias strongest unknowns long form athlete story series

Sports nutrition brand MuscleBlaze has rolled out Indias strongest unknowns, a long form content series that turns the spotlight on athletes whose journeys rarely make it to mainstream advertising. The initiative is designed to move beyond product centric communication and build a deeper, value driven community around effort, discipline and accountability.

Developed by Tonic Worldwide, the series leans into cinematic, documentary style storytelling rather than short snackable clips. Each film follows the emotional and physical grind behind performance, positioning MuscleBlaze as both a performance partner and a supporter of the craft and commitment that shape high level sport in India.

The first film, titled Indias fastest hurdler ever Tejas Shirsses 13 point 41 second national record, runs close to ten minutes and traces the life of the 110 metre hurdler. It captures the financial stress at home, the emotional strain on his family and the frustration of repeatedly missing qualification for major events by the narrowest margins.

Through candid conversations with Tejas, his coach and his parents, the film shows how resilience is tested in quieter moments, long before a record is broken on track. The story ends with his national record run, framing it as the outcome of years of persistence rather than an overnight breakthrough.

“In a time ruled by micro dramas and one second reels, we chose to slow down and deepen the conversation,” said Sudish Balan, co founder and chief creative officer at Tonic Worldwide.

“With Indias strongest unknowns we committed to cinematic integrity and authenticity. By giving athletes like Tejas a ten minute canvas we invite audiences to truly connect with their struggle and their wins. The goal is not to chase quick views but to build lasting trust and genuine alignment with the MuscleBlaze philosophy.”

The series will continue with periodic releases that feature athletes and fitness icons from different disciplines, gradually building a library of stories that celebrate the everyday grind behind sport and performance. For MuscleBlaze, it signals a shift toward community led storytelling anchored in real lives rather than pure product claims.

Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.