Brands
Micro Wellness taps Dhurandhar 2, Ranveer Singh for DOLO campaign
Film tie-up powers entertainment-led push for pain relief brand growth
BENGALURU: Micro Wellness, the wellness arm of Micro Labs, has partnered with Dhurandhar 2, starring Ranveer Singh, to promote its flagship DOLO Pain Relief Spray, signalling a sharper pivot towards entertainment-led brand building.
The campaign is anchored in the theme “The Unstoppable Indian”, drawing parallels between the film’s high-octane narrative and the brand’s positioning around resilience and quick recovery. The idea is simple but effective: if life keeps moving, so should you.
The collaboration will roll out across multiple languages including Hindi, Tamil, Telugu and Kannada, ensuring a wide national footprint. At its core is a digital activation, #PainReliefKaDhurandhar, which invites consumers to share their own stories of grit and perseverance, adding an interactive layer to the campaign.
Speaking on the partnership, Micro Wellness head Diya Surana said, “Our collaboration with Dhurandhar 2 celebrates the unstoppable spirit of today’s India. With DOLO Pain Relief Spray, we aim to empower individuals to stay active, resilient, and unstoppable.”
The move comes at a time when demand for quick, convenient pain relief solutions is on the rise, fuelled by increasingly active and on-the-go lifestyles. By aligning with a mass-market action film and a high-energy star, the brand is aiming to stay top of mind with younger, aspirational consumers.
Industry observers note that such entertainment tie-ups are becoming a go-to strategy for brands looking to cut through clutter and build emotional resonance at scale. For Micro Wellness, the bet is clear: combine star power with storytelling to drive both visibility and trust.
As the campaign rolls out nationwide, the company is eyeing strong double-digit growth across key markets, hoping that a little cinematic muscle can translate into real-world momentum.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
