MUMBAI: Even the fittest man in India can get schooled especially when it comes to bread. In its latest campaign, The Health Factory (THF), makers of India’s first zero maida and protein bread, ropes in fitness icon Milind Soman for a witty twist that puts health on the daily menu. The brand film flips the script with humour at its core: a bemused Milind finds himself playfully corrected by health-obsessed youngsters who introduce him to “the fittest bread in town.” The irony is deliberate positioning THF as the everyday essential that champions exactly what Milind embodies: authenticity, simplicity, and consistency in health.
The campaign is part of THF’s rebranding push under its philosophy All for Health. Health for All. With refreshed packaging, clean-label promises, and a sharper brand voice, THF wants to shift focus from being “just the zero maida bread brand” back to being a lifestyle choice for better eating.
“We wanted to bring the spotlight back to The Health Factory as the brand, not just the product,” said The Health Factory senior brand manager Meghraj Bangera, noting that Milind’s cross-generational appeal made him the perfect fit. The Health Factory CEO Vinay Maheshwari added, “Health shouldn’t be complicated, it’s about simple, right choices every day.”
For Milind, the fit was natural: “Bread is a staple in so many diets. Making it healthier without losing taste is such a powerful idea,” he said.
With a presence in 16 cities and retail, q-commerce, and e-commerce channels, THF has already entered over 2 million households across India. Now, with Milind in its corner and a playful slice of humour, the brand is hoping to make every bite count in its mission to turn bread into a symbol of cleaner eating.
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