This MyProtein India advertisement is a highly creative and funny campaign featuring internet comedian Harsh Beniwal in a popular Bollywood parody setting—the classic scene from the film Sholay. The ad’s primary goal is to educate the audience about the product’s quality by addressing a common user concern: digestive issues caused by low-quality protein. Beniwal, playing the villain ‘Gabbar Singh,’ uses dramatic punishment (a plank challenge) to pressure his men into stealing the protein. The campaign ultimately highlights the product’s high 24.6 grams of protein per serving and provides a clear call to action with a coupon code and direct ordering information.
1. The Strategy: Using Classic Cinema for Education
The campaign successfully uses a universally recognized piece of Indian cinema to make a serious product conversation fun and unforgettable.
Parody for Recall: The ad instantly grabs attention by recreating the famous dialogue and setting of the villain Gabbar Singh from Sholay. Harsh Beniwal’s comedic portrayal of the villain questioning his failed henchmen creates a high-energy, familiar frame for the advertisement.
High Stakes for a Small Product: The villain’s dramatic anger and punishment (making them do a plank) over the failure to steal MyProtein elevates the product’s value. It suggests that this specific protein is so desirable and high-quality that criminal actions are necessary to obtain it.
2. Addressing the Real Problem: Quality and Digestion
The most crucial part of the ad is how it uses humor to address a common, practical concern for protein users.
The Digestion Question: One of the henchmen asks, “Sardar, what is so special about that MyProtein?”. This sets up the direct response.
The Solution: The villain explains that the product is the “key to avoiding the gas/digestion issues that come from eating low-quality protein”. This line directly assures potential buyers that MyProtein is a high-quality product that won’t cause the common side effect of poor digestion (known as “protein farts”).
Delivering the Facts: The explanation quickly moves to hard facts, stating that the serving size is 30 grams and contains 24.6 grams of protein, a very high concentration that shows its value.
3. Clear Call to Action and Product Location
The ad wraps up the comedy with specific instructions on how to purchase the product.
The Discount Hook: The villain uses a classic creator tactic by immediately offering a special, exclusive discount to viewers who use his personal coupon code.
Where to Buy: The scene ends with a final, desperate admission from one of the henchmen, who reveals he failed to steal the product but learned that it can be ordered directly from the MyProtein website. This provides the audience with a direct and clear path to purchase the product.
The use of high-profile parody ensures the ad is not just watched but shared, while the specific, clear facts about protein content and digestion ensure the marketing message is delivered effectively.
