In collaboration with Schbang, Ritebite Max Protein unveils
#MyMummyStrongest Campaign with internet star WeightlifterMummy
In an era where mothers tirelessly juggle countless responsibilities, often prioritizing their family’s well-being above their own physical health, Ritebite Max Protein is addressing this overlooked need with its innovative campaign, #MyMummyStrongest, this Mother’s Day. The campaign is dedicated to introducing physical strength into the much-celebrated narrative of the strong mom, encouraging mothers to prioritize their physical well-being.
Moving beyond a one-time gesture, the brand aims to empower mothers to cultivate a long-term commitment to self-care, fostering not only physical fitness but also mental well-being. By encouraging moms to view the gym as a “second home” dedicated to their health, Ritebite Max Protein’s campaign beautifully spreads awareness about the essential role self-care plays in a mother’s life.
In collaboration with Schbang, the brand created pre-launch buzz for their campaign. The strategy, featuring a self-filmed video and a humorous approach in an in-house reel, sparked curiosity and speculation among audiences. It effectively captured their attention, leaving them eager to learn more about the forthcoming initiative.
Self Shot Video: https://www.instagram.com/p/C6yw5qZNjxM/
By collaborating with the renowned @WeightlifterMummy, a 68-year-old fitness enthusiast, Ritebite Max Protein aims to ignite a movement where more mothers can experience the transformative benefits of regular physical training. WeightlifterMummy aka Roshini Devi Sangwan overcame age and health challenges, becoming a beacon of inspiration for those who might have set aside their fitness goals. Through her inspiring story, she proves that age is just a number when it comes to health and well-being. This partnership sends a powerful message to mothers everywhere, demonstrating that prioritizing physical fitness is both achievable and essential at any stage of life.
Watch it here – https://www.instagram.com/p/C61TmyLpW9s/
https://www.instagram.com/p/C61U5oHpIqB/
https://www.instagram.com/p/C61V4CSpMoF/
https://www.instagram.com/p/C61XIIXpdRj/
https://www.instagram.com/p/C61X8ktJlS0/
Commenting on the partnership, Dr. Ravinder Varma, Brand Manager at RiteBite Max Protein, stated, “Our collaboration with Roshini Devi Sangwan is a testament to the extraordinary strength and resilience embodied by mothers everywhere. This Mother’s Day campaign is not just a celebration, but a call to action for mothers to prioritize their own health and well-being. Roshini Devi’s inspiring journey is a powerful reminder that fitness and self-care are achievable at any age. At RiteBite Max Protein, we are committed to fostering a community that supports and empowers individuals to lead healthier lives. This partnership underscores our mission to break barriers and demonstrate that age is no obstacle to achieving fitness excellence and overall life success. As we say, ‘Ma strong toh family strong.’ Mothers often put their health on the back burner, prioritizing their families first, but it’s time to change that narrative. If 68-year-old Roshini Devi can do it, then anyone can. Strong moms, healthy lives – inspiring futures where strength thrives.”
Manish Kinger, Executive Creative Director at Schbang, commented, “With #MyMummyStrongest, our intention is to introduce the often-ignored and under-acknowledged version of strength in the story of a mother. Since physical strength is instinctively attributed to fathers, we wanted to bring that narrative opportunity to the celebration of a mother. The choice of influencer, even though unconventional, (@WeightlifterMummy) helped us bring this thought home with her inspiring yet humbling tale that echoes the sentiment of our brand.”
The campaign’s impact extended beyond the initial creative spark. Inspired by the campaign’s message, user-generated content significantly boosted brand awareness. Following the launch, Max Protein saw a notable increase in social media engagement, with likes and reach experiencing a surge to 4x growth and reaching more than 4 million audience members. This organic word-of-mouth buzz from the audience itself underscores the campaign’s resonating message and its ability to connect with mothers on a personal level.
#MyMummyStrongest got people talking about how important it is for moms to be healthy, and it set the stage for Ritebite Max Protein to keep building a community that supports moms on their fitness journeys.
