True Elements, a leading brand under Marico Limited, has launched a dynamic new campaign featuring Indian cricket icon Rohit Sharma, introducing his exclusive line of healthy breakfast and snack products – RS by True Elements. Unlike typical endorsements, Rohit has taken a hands-on approach, co-creating the range with True Elements, reflecting his personal commitment to health and well-being.
Known as “The Hitman” on the cricket field, Rohit Sharma brings his signature style and charisma to this campaign. His fun and relatable message emphasizes True Elements’ core values of transparency and natural ingredients. In a humorous twist, Rohit’s catchphrase, “Back of pack maine pad liya…taakiaapkopadnanapade,” delivers a punch, assuring consumers that they can trust the product without second-guessing its contents. The campaign’s tagline, “True Elements – Food with Hitman’s Guarantee,” further reinforces the brand’s dedication to delivering real, wholesome food.
The RS by True Elements campaign is designed to address the growing demand for healthier, honest food options. With Rohit’s involvement, the message is clear: packaged health foods don’t have to come with artificial additives or misleading claims. His partnership with True Elements sets a new benchmark, ensuring that the product line remains free from preservatives, chemicals, and artificial colors.
As part of the initial launch, RS by True Elements will introduce over 10 products, primarily in the breakfast and snack categories. Breakfast offerings include Dark Chocolate Muesli and Berry Delight Muesli, while the snack range features popular options like Namkeen Mix, Party Mix, SuperSeeds Mix, and an assortment of Trail Mixes. Expanding further, the brand will soon release 5-minute ready-to-drink breakfast shakes in premix form, along with millet-based products like Millet Mix and Chatapata Mix, catering to diverse regional tastes.
The campaign, driven by a strong digital and social media push, is designed to go viral, leveraging Rohit’s infectious energy and appeal. With a memorable “mic drop” moment, the ad series cleverly balances humor with the importance of ingredient transparency. The films showcase Rohit as both the star and a collaborator, while True Elements’ co-founder Puru Gupta steps into a role, symbolizing the brand’s uncompromising standards.
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Speaking about the collaboration, Puru Gupta, Co-Founder & CEO of True Elements, said, “This partnership with Rohit comes at a time when consumers are more aware than ever about what’s in their food. At True Elements, we’ve always prioritized honest ingredient declarations. Rohit’s involvement isn’t just as a celebrity endorser – he’s actively part of the product development process, bringing his perspective on what healthy snacking should look like.”
True Elements also tapped into the expertise of Fanboy Pictures for the creative direction of the campaign. Subodh Menon, Founder & Director, explained, “We wanted to create something that stands out, so we played with the idea of going viral. Rohit’s engaging personality and the authenticity of the True Elements brand allowed us to bring that vision to life.”
RS by True Elements is not just another endorsement. It’s a pioneering move in the Indian food market, marking the first time a co-branded, licensed food line has been introduced in the country. This new sub-brand will follow the same ethos as True Elements, offering only natural, nutritious, and clean-label products.
Consumers can find RS by True Elements products across major e-commerce platforms, quick commerce services, and local grocery stores. The brand is also available through its direct-to-consumer channels, with an ambitious goal of reaching 1 crore households across India.
With Rohit Sharma at the forefront, RS by True Elements promises to revolutionize the way Indians approach healthy snacking, combining his “Hitman” swag with the brand’s commitment to transparency and nutrition.
