Alpino taps Khali & Mukesh Gahlot to spotlight upgraded 27g protein oats

MUMBAI: Alpino is putting more muscle behind its breakfast proposition. Alpino Health Foods has launched a new campaign featuring wrestling icon The Great Khali and bodybuilding legend Mukesh Gahlot to promote an upgraded version of its High Protein Oats coated with peanut butter.

The campaign accompanies a significant product enhancement, with the company increasing the protein content of the oats to as much as 27 grams per serving. The move is aimed at consumers who are increasingly prioritising protein intake as part of their daily nutrition goals.

Known for creating India’s first peanut butter-coated oats category, Alpino says the latest upgrade reflects its strategy of continuously improving products to meet evolving consumer needs. The enhanced formulation is designed to deliver higher protein intake without sacrificing convenience, flavour or ease of consumption.

The launch comes at a time when awareness around protein consumption is growing rapidly in India. While protein-rich diets have become a mainstream topic among fitness enthusiasts and health-conscious consumers, breakfast remains an area where many people struggle to meet their daily nutritional requirements.

By focusing on a product that combines convenience with functional nutrition, Alpino is looking to position its oats as a practical solution for consumers seeking healthier breakfast choices.

Rather than relying on a conventional celebrity endorsement strategy, the company has built the campaign around the idea of strength and product evolution. The pairing of Khali and Gahlot is intended to symbolise two different but equally recognisable forms of strength.

Khali brings mass appeal and instant recognition across age groups, while Gahlot contributes credibility within India’s fitness and bodybuilding community. Together, they serve as ambassadors for the upgraded product and its higher protein proposition.

The campaign adopts a light-hearted and engaging creative approach, aiming to make discussions around protein-rich nutrition more accessible and relatable to mainstream audiences. At the same time, it seeks to reinforce Alpino’s positioning as a brand focused on product innovation rather than purely marketing-driven messaging.

Commenting on the campaign, Alpino Health Foods founder Chetan said the company believes products should evolve alongside changing consumer requirements. He noted that Khali and Gahlot were chosen not merely as endorsers but as embodiments of the strength and performance attributes reflected in the upgraded product.

India’s performance nutrition market has witnessed strong growth in recent years as consumers become increasingly conscious of health, fitness and protein intake. Brands are responding by introducing products that blend nutrition with convenience, particularly in categories such as breakfast foods, snacks and supplements.

With 27 grams of protein per serving and two of India’s most recognisable strength icons leading the message, Alpino is looking to turn breakfast into a stronger proposition while carving out a larger share of the country’s expanding performance nutrition market.