Nutrica uses AI, viral insight to promote pro-fitness peanut butter

Nutrica, the lifestyle and wellness brand under BN Agritech Limited, has released a new AI-generated digital advertising film for Nutrica Pro Fitness Peanut Butter. The campaign combines technology-led storytelling with a widely recognised social media insight to address the everyday fitness challenges faced by working professionals.

The creative narrative is built around a familiar moment in modern work culture: the mid-afternoon energy slump. Set within a high-pressure office environment, the film reflects the reality of long workdays where productivity is expected to remain constant despite mental and physical fatigue. As the clock approaches 4 PM, a time commonly associated with declining focus and energy, the film visually captures the struggle to stay alert and engaged.

Rather than positioning Nutrica Pro Fitness Peanut Butter as an indulgent snack, the campaign reframes it as a functional and strategic nutrition choice. The product is introduced as a source of protein that helps bridge the gap between fatigue and sustained performance. The narrative suggests that smart dietary decisions, even within limited timeframes, can support both fitness goals and professional demands.

 

 

 

 

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The campaign draws on a viral social media trend that highlights shared workplace experiences, making the message immediately recognisable to its target audience. By integrating this cultural insight, Nutrica aims to present fitness not as a disruptive addition to daily life, but as something that can be seamlessly incorporated into existing routines. The film concludes by reinforcing the idea that peak performance does not need to pause, positioning the product as a convenient option that aligns with busy lifestyles.

Artificial intelligence plays a central role in the execution of the campaign. The film is fully AI-generated, enabling a visually consistent and stylised depiction of the workplace setting and the progression of energy levels throughout the day. The use of AI supports efficiency in production while allowing the brand to experiment with contemporary visual storytelling techniques. Technology is employed as an enabler rather than a focal point, supporting clarity of message rather than overshadowing it.

Sparsh Sachar, director and business head, fmcg vertical at Nutrica, said the campaign was shaped by the realities of corporate life. “Maintaining fitness amidst a hectic corporate lifestyle often feels impossible because consistency is the first thing to suffer. With this campaign, we wanted to show that staying healthy doesn't require finding extra hours in the day, but rather making smarter choices with the time you have. Nutrica Peanut Butter is designed to be that intuitive bridge, a simple, nutritious, and tasty step that keeps you on track with your goals, even on your busiest days,” he said.

The campaign aligns with Nutrica’s broader positioning around practical wellness solutions for everyday consumers. By focusing on relatable scenarios rather than aspirational extremes, the brand seeks to make fitness feel accessible and achievable. The emphasis remains on functionality, convenience and routine integration, rather than transformation narratives.

The AI-led digital film is currently live across Nutrica’s social media platforms, including YouTube, Instagram, Facebook and LinkedIn. Through this multi-platform rollout, the brand aims to reach professionals across different stages of the workday, reinforcing its message of thoughtful nutrition supported by modern storytelling techniques.

The campaign reflects a growing trend within the wellness and fmcg sectors, where brands are using cultural insights, short-form digital narratives and emerging technologies to communicate relevance in crowded categories. By combining a familiar workplace moment with a clear nutritional proposition, Nutrica positions Pro Fitness Peanut Butter as a solution grounded in everyday behaviour rather than idealised fitness routines.