Description
What a customer needs is assurance that their protein powder will help them grow not bring them down. Our objective with this film 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 iquestion 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. contrasted with the dance set the context & tone for the advertisement, making is memorable and interesting. From which we cut to a realistic store as the whole truth brand ambassador informs the customer about The Whole Truth and it's honesty and simplicity in it's ingredients.
