Brands
RiteBite Max Protein celebrates Brother’s Day
Mumbai: In celebration of Brother’s Day, RiteBite Max Protein proudly announces its latest campaign, “Bhaiology,” which delves into the unique bond shared by gym bros. This campaign centers around the powerful word “bhai,” encapsulating a range of emotions, expressions, and interactions within the gym bro community. Through this initiative, RiteBite Max Protein aims to highlight the shared experiences of fitness enthusiasts while integrating itself as an essential component of their fitness journey.
The “Bhaiology” reel features a series of scenes, each depicting various situations where the term “bhai” is central to the dialogue, conveying nuanced meanings. These scenarios highlight camaraderie, as gym buddies exchange gestures of approval, with “bhai” representing respect and admiration for each other’s dedication. Amid challenges, one friend supports another with the word “bhai,” symbolizing solidarity in overcoming obstacles together. Acts of generosity are shown, like sharing a protein shake, accompanied by an inclusive term, illustrating camaraderie and the readiness to share resources. Furthermore, scenes of celebration depict friends exchanging expressions of excitement, commemorating victories and accomplishments.
Commenting on the same, Dr. Ravinder Varma, Brand Manager, RiteBite Max Protein said, “Brother’s Day is the perfect occasion to celebrate the unique camaraderie that exists among gym bros. By focusing on the simple yet profound word ‘bhai,’ we aim to resonate with our audience’s experiences and showcase how RiteBite Max Protein is an integral part of their fitness lifestyle”
The Schbang team has been instrumental in shaping the brand identity for this campaign and providing extensive support during its implementation. The campaign showcases a distinctive combination of creativity and fun.
Adding to the same, Schbang executive director Manish Kinger said, “Bhais all over the world have a unique brocabulary, they don’t speak much but they have no problem in expressing the length and breadth and depth of all they want to say, with just one word “bhai”. This hard-wired bhaiology is what we wanted to bring to light and there could not have been a better brand and a better occasion to do the same.”
RiteBite Max Protein’s campaign goes beyond brotherhood, highlighting a bond forged in sweat, support, and shared goals. They call each other “bhai,” but it’s a word that carries the weight of unspoken loyalty and a fierce love that thrives in the crucible of self-improvement. Gym bros celebrate each other’s wins, nudge each other through failures, and collectively journey towards greatness.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
