MyFitness, the peanut butter brand under BRND.ME, has launched an integrated campaign titled ‘Bas Taste Hi Kiya Tha’, marking a transition from a fitness-driven narrative to a wider family appeal. With the line ‘Har Family ki Health ka Tasty Partner’, the brand is positioning itself as a staple across Indian households.
The film is set inside a familiar Indian home and explores the universal scenario of a family claiming they ‘just tasted’ something after secretly finishing it. The story unfolds amid daily household activity, with each family member sampling MyFitness Peanut Butter in their own way. The mother takes a spoonful, the father appreciates its protein-rich profile, the sister pairs it with chips and the grandmother spreads it on a roti. When the child returns to find the jar empty, the family collectively confesses, ‘Bas taste hi kiya tha’, forming the creative and emotional centre of the campaign. The moment has been designed for social media adaptation.
A company spokesperson said, “Indian families have always bonded over food, and this campaign celebrates that truth with honesty and humour. MyFitness Peanut Butter may have started as a fitness favourite, but our consumers were already showing us that it had become a family staple. ‘Bas Taste Hi Kiya Tha’ brings that reality alive and places the brand where it truly belongs, in every Indian home, enjoyed by everyone.”
The initiative marks a strategic evolution for MyFitness as it broadens its communication to reflect everyday family consumption across metros and Tier 2 and Tier 3 markets. The campaign uses conversational Hindi, expressive performances and relatable home settings to reach diverse audiences seeking products that balance taste with health.
The rollout began with teaser content ahead of the main film, supported by creator-led activity. Brand face Sahil Khan contributed to pre-launch interest with a playful social tease. The upcoming BasTasteHiKiyaTha Challenge on Instagram and Josh invites users to recreate ‘caught red-handed’ moments and is expected to reach over 80 million viewers through creators and regional influencers.
By highlighting familiar family behaviour and humour, the campaign supports MyFitness’ ambition to establish peanut butter as a mainstream household essential and strengthen its position within the expanding category.