Description
Welcome to the world of protein powders, constant confusion about unsafe ingredients, issues of quality & consistency in products and by far the biggest one being the honesty of the manufacturer about these ingredients. What a customer needs is assurance that their protein powder will help them grow not bring them down. Our objective with this advertisement was to capture the confusion and anxiety faced by these customers, through a witty reference to the Cult Hit 1993 Bollywood track "Choli Ke Peeche", translating to "Behind the veil". We turned this inquisitive question into "Protien ke peeche", which literally translated is "Behind the Protien(Box)", but also refers to what goes into making the Protein Powder. The advertisement goes through the visual journey of narrating all the excessive and harmful ingredients that go into some protein powders through our use of choreographed Body Builders in harsh lighting. These body builders contrasted with the dance set the context & tone for
