So The Whole Truth just pulled off one of the most audacious marketing moves of 2025. They took “Choli Ke Peeche Kya Hai” – the infamous 1993 Bollywood song that was literally banned from Doordarshan and All India Radio for being too provocative, and turned it into a protein powder commercial.
The result? “Protein Ke Peeche Kya Hai”- a cheeky parody that tries to show what are protein powders usually made of.
The Whole Truth Campaign Nobody Expected
Created by agency Manja, the 60-second film opens with an oversized protein powder tub from which shirtless bodybuilders emerge, dancing to the reimagined tune.
But instead of the original song’s provocative lyrics, these muscular men are asking what’s really inside protein powders- the artificial sweeteners, thickeners, heavy metals, and amino-spiking agents that most brands hide behind complex labeling.
The twist comes at the 45-second mark when Shashank Mehta, founder of The Whole Truth, appears with a couple and delivers the payoff: if a product needs so many chemical labels, you probably don’t need it. Switch to 100% clean protein.
Why This Is Working? (Despite the Risk)
- It addresses real consumer fears: Mehta points out that protein powders are “sold from shady supplement stores. Sold by bulky, hulk-like men (always men). And sold in big, intimidating black boxes.” The campaign acknowledges that ordinary consumers find protein supplements alien and even frightening.
- It uses cultural nostalgia strategically: By choosing a song that scandalized a generation, The Whole Truth ensures their message cuts through the noise. Everyone knows “Choli Ke Peeche,” making the parody instantly recognizable.
- It takes protein out of the gym: As Mehta explained, the campaign aims to “take the protein conversation away from gyms and into our living rooms” by using humor to break down barriers.
The Strategic Message Behind the Spectacle
While the shirtless dancers grab attention, the real message is about ingredient transparency. The Whole Truth positions itself as the antidote to “black box” protein powders filled with unnecessary additives.
As the brand explains on social media: “Whey protein, on its own, is safe and complete. It’s the unnecessary additives that create fear”. The campaign uses humor to deliver this serious message about clean labeling and ingredient transparency.
What Other Brands Can Learn
- Cultural references need authentic connection: The Whole Truth didn’t just use a famous song for attention. They found genuine thematic relevance between the original song’s “what’s hidden” theme and their transparency message.
- Provocation with purpose works: The campaign is deliberately provocative, but it serves the strategic goal of starting conversations about protein powder ingredients.
- Timing cultural moments matters: Using a song that was once banned adds extra layers of attention and shareability.
Conclusion
The Whole Truth’s “Protein Ke Peeche Kya Hai” campaign succeeds because it addresses real consumer concerns through culturally relevant entertainment. By parodying a song that once shocked India, they’ve created a conversation starter that makes protein supplements feel less intimidating and more transparent.
Sometimes the best way to address serious concerns is through humor that people can’t ignore.
Whether this translates to sales remains to be seen, but The Whole Truth has definitely achieved their stated goal:
moving the protein conversation from intimidating gym culture into mainstream living rooms where families can laugh, learn, and maybe finally ask the right questions about what they’re putting in their bodies.
Talking about cheeky ad campaigns, did you a brand used am actresses bathwater to sell their soap. Read the full story here:
She Sold Her Bathwater for $8: And Nearly 1 Million People Wanted It
