BigMuscles Nutrition launches #PerformanceHiPehchaan

BigMuscles Nutrition, along with the powerhouse of the nation, Ranveer Singh, portrays a gymmer’s true pehchaan (identity) in their latest campaign #PerformanceHiPehchaan. Ranveer has been seen getting actively fit for his upcoming projects. While he has been seen swearing by the brand many times, this film is one-of-a-kind that hits a fitness enthusiast’s adrenaline on point.

The lockdown pushed the country into a fitness frenzy, with the passion for it being observed even in small towns. Looking at this trend, India’s very own fitness brand, BigMuscles Nutrition, well known for their quality whey proteins and mass gainers, decided to reach out to a broader audience and leverage their nutrition power with the journey of every fitness enthusiast. The fitness brand has the biggest range of nutritional supplements available in the market.

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Medulla, the creative agency behind the campaign, along with Walkabout Films, decided to shoot the film at a 100-year old heritage gym with a desi vibe. Filmed completely at Vyayaam Mandir, in Mumbai, the film credits a fitness enthusiast’s identity to his/her consistent performance with BigMuscles Nutrition playing an integral role of a nutritional partner to bolster the performance.

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Vinayak Shinde, Group Creative Director, Medulla Communications, says, “For me, it's not a script, but a translation of a committed gymmer’s attitude to life. Each line is crafted on a philosophy of its own, inspiring you to create an identity for yourself with the brand’s ‘Bada Promise’ of performance.”

Jitika Gupta, Marketing Head at BigMuscles Nutrition, adds, “We wanted to be a part of the journey of the fitness enthusiasts across India. From the largest city to the smallest town, we wanted every serious gymmer to know about the visible performance of the products. The message that the brand wanted to send out is ‘Your performance is our pehchaan’ and that’s what we promise to deliver – ‘performance that helps build one’s own pehchaan.’