MAM
Ranveer Singh challenges physical boundaries in ad for BigMuscles Nutrition
MUMBAI: One is a versatile and much sought-after macho man of Bollywood who has singularly gone on to redefine the definition of power and what one can do with it, while the other is an accomplished power brand that assists those looking to push themselves in order to achieve more.
The two have now teamed up to form one powerful force and set the pulse racing for others to emulate and learn from.
Bollywood actor Ranveer Singh and leading nutritional supplement brand BigMuscles Nutrition, have launched their inaugural brand campaign that inspires go-getters to push their boundaries and achieve more. The integrated brand campaign includes a series of ad films that will be launched across popular television genres and will be complemented with communication across the mediums of outdoor, activations and digital.
Launched under the credo of ‘You are stronger than you think’, the ad film seeks to increase brand awareness and drive consumer pull while also positioning BigMuscles Nutrition as a premium and trusted brand.
Conceptualised & executed by L&K Saatchi & Saatchi, the TVC focusses on the premise that more than physical rigour, body building is an individual journey. It’s about discipline and an indomitable spirit. And when this drive to reach newer milestones is accompanied by the right supplement, the journey becomes even more enriching.
BigMuscles nutrition Director Suhel Vats says, “We launched BigMuscles in the year 2009 and it has emerged as the top-most nutritional supplement brand in India over the last three years. We hope to take the brand to the next level with this campaign that encourages the youth of India to believe that they are stronger than they think.”
The TVC showcases a regular gym routine and how there comes a point when your body gives up, but the mind still pushes you for more. These high-power moments have been captured using brand ambassador Ranveer Singh in a never-before-seen raw, honest portrayal of himself.
L&K Saatchi & Saatchi chief creative officer Delna Sethna adds, “If you look within you, you'll always find one more rep, one more lift, one more try to take you closer to your goal. It's a thought that applies to life as much as it does to body building. A thought we believe the brand can build up on in the years to come.”
The campaign will be amplified through TVCs, outdoor hoardings and activations at national body building events, along with a strong play on digital platforms with Ranveer Singh himself tweeting about his association with the brand.
BigMuscles Nutrition started its journey almost a decade ago, with the aim of taking fitness to the masses and inspiring the youth of the country to be fit and strong. The brand frequently lends its support to aspiring body building athletes from all over India and also associates with the major bodybuilding and fitness events in an effort to keep the culture of fitness alive.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
