Family snacking spotlight in MyFitness Bas Taste Hi Kiya Tha campaign

Peanut butter brand MyFitness is widening its frame beyond gyms and protein shakes with the MyFitness Bas Taste Hi Kiya Tha campaign, an integrated push that repositions the product as a shared family favourite rather than a niche fitness snack.

Under the new line Har Family ki Health ka Tasty Partner, MyFitness by BRND.ME presents peanut butter as a central element of everyday snacking and home nutrition. The hero film is set inside a familiar Indian household and builds on a situation many families recognise, where everyone claims to have just tasted the snack even as the jar empties out.

Through a sequence of playful scenes, each family member secretly reaches for the jar. The mother takes a spoonful straight, the father appreciates the protein rich flavour, the sister experiments by pairing it with chips and the grandmother spreads it quietly on her roti. When the child returns to find an empty jar, the family unites in the shared confession bas taste hi kiya tha, a line designed as both punchline and social media hook.

A company spokesperson said the campaign draws on the way Indian families connect through food. While MyFitness built its early base among fitness focused consumers, usage patterns showed that jars naturally migrated to shared kitchen shelves. The creative brings the brand story in line with this behaviour.

The film uses conversational Hindi, expressive performances and lived in settings to appeal across metros and Tier 2 and Tier 3 cities, where families look for options that balance taste and perceived health benefits. The rollout began with a teaser phase to build curiosity, followed by the main film and a series of creator led extensions.

Brand face Sahil Khan helped seed intrigue with a playful breakup tease on social platforms before the reveal. The upcoming hashtag challenge BasTasteHiKiyaTha on Instagram and Josh will invite users to recreate their own caught red handed snacking moments, with the brand projecting a reach of more than 80 million through leading creators and regional influencers.

The campaign supports a broader strategy to move peanut butter from a specialised fitness product into the mainstream basket of household staples. By framing the spread as something everyone in the family can enjoy in their own way, MyFitness is tapping into a growing category where taste driven health cues carry strong appeal.

Rooting the story in everyday habits and humour gives the brand a path to cultural relevance in a segment that is expanding quickly but still shaping its norms in India. If the challenge format and family centric narrative land as intended, MyFitness by BRND.ME stands to strengthen its presence well beyond its original core of gym goers and fitness enthusiasts.

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