Warm family story drives MyFitness shift with Bas Taste Hi Kiya Tha campaign

Peanut butter brand MyFitness has unveiled a new integrated campaign that moves the label beyond a gym focused image and into the centre of everyday family life. Framed around the playful Bas Taste Hi Kiya Tha campaign, the work recasts the product as a tasty partner for the health of every family rather than a niche choice for fitness enthusiasts alone.

The film is set inside a familiar Indian home and opens with the usual movement of a busy household. As the day unfolds, each family member secretly helps themselves to the peanut butter in a way that fits their own taste and routine. The mother eats a spoonful straight from the jar, the father discovers that he enjoys its protein rich taste, the sister pairs it with chips and the grandmother quietly spreads it on her roti.

When the child returns to find the jar empty, the family freezes and then admits in unison that they had just tasted it. The line becomes the emotional hook of the campaign and is structured to be easily recreated across short video platforms, inviting viewers to share their own stories of being caught reaching into the jar.

A spokesperson for the company said the campaign reflects how Indian families bond over food and acknowledges that consumers were already treating MyFitness Peanut Butter as a staple at home. The new positioning line, Har family ki health ka tasty partner, seeks to formalise that shift and place the brand firmly in the mass household space.

The campaign has been created for broad appeal, using simple Hindi, expressive performances and an authentic home setting intended to resonate with audiences in metros as well as Tier 2 and Tier 3 cities. By focusing on behaviour that feels real and affectionate, the brand aims to bridge the gap between taste and health in a way that is easy to understand.

The launch has been rolled out through curiosity building teasers, followed by the main film and content with creators. Brand face Sahil Khan generated pre launch interest with a light hearted breakup tease that drew attention on social platforms. The upcoming BasTasteHiKiyaTha Challenge on Instagram and Josh will invite users to recreate their own caught red handed moments, with the brand estimating a potential reach of more than 80 million through leading creators and regional influencers.

This push supports the wider ambition of MyFitness by BRND ME to make peanut butter a mainstream kitchen essential rather than a niche product. By grounding the story in everyday family behaviour, humour and relatable emotion, the campaign aims to deepen cultural relevance and secure a stronger place in the growing peanut butter category. The brand is looking to expand beyond fitness first buyers and tap into households that are seeking snacks which deliver both nutrition and enjoyment.

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