MuscleBlaze launches long-form series spotlighting India’s unsung athletes

MuscleBlaze has introduced ‘India’s strongest unknowns’, a flagship long-form content series designed to showcase the lesser-known but compelling journeys of Indian athletes. Conceived as a strategic shift from conventional, product-driven communication, the initiative aims to build a values-aligned community grounded in discipline, perseverance and accountability.

Developed by Tonic Worldwide, the series adopts a documentary-style narrative approach that highlights the emotional and physical demands associated with high performance. The format positions MuscleBlaze as a supporter of the intense training culture, personal sacrifice and sustained dedication that underpin athletic achievement.

The first film in the series, titled ‘India’s Fastest Hurdler Ever | Tejas Shirse’s 13.41s National Record’, presents a 10-minute account of 110-metre hurdler Tejas Shirse’s progression. It tracks his early challenges, including financial constraints, the impact on his family and the strain of repeatedly missing qualification for key events by narrow margins. Through interviews with Shirse, his family and his coach, the film frames resilience and vulnerability as central forces driving his eventual national record performance.

Sudish Balan, co-founder and chief creative officer at Tonic Worldwide, said the decision to adopt a long-form format was a deliberate shift in an environment dominated by short-form video. He noted that the series is designed to invite deeper audience engagement by allowing athletes the space to express their journeys in full. According to Balan, the intent is to build trust and foster alignment with the MuscleBlaze philosophy rather than prioritise rapid viewership.

MuscleBlaze will release subsequent films periodically, each spotlighting a different athlete or fitness figure. The content library is intended to serve as an ongoing source of inspiration for the brand’s community while strengthening its association with authentic athletic narratives.