Only What’s Needed (OWN), a clean-label protein brand, has rolled out a campaign featuring its founder and health advocate Revant Himatsingka, better known as FoodPharmer online.

The campaign comprises an ad film to spotlight that the brand is now available on Flipkart during the Big Billion Days sale.

The film features a test-obsessed college professor who puts his students through unusual surprise tests, including asking them to explain why it is a ‘good morning’ and frame questions for answers he provides. Annoyed by his constant testing, the students decide to challenge him, with one of them bringing in FoodPharmer, who applies the same rigour to testing protein products. He highlights the quality checks conducted on his own protein brand, OWN, before concluding with a message encouraging viewers to shop for the product on Flipkart during its ongoing Big Billion Days sale for a chance to win three months’ worth of protein.

What we think about it: The film makes for a fun watch, using FoodPharmer’s reputation for scrutinising brands to pit him against a professor who is equally obsessed with tests. The humorous classroom setup makes OWN’s quality-testing proposition more engaging, though the real test is whether viewers remember the brand’s quality credentials as much as the comic premise.

The campaign was released on YouTube (12 October) and Instagram (11 October).