HUMYL is part of the renowned FDC Limited, an iconic company that emerged from the visionary dreams of Mr. Anand Chandavarkar in 1936. His ambition was to establish a world-class enterprise dedicated to serving humanity and combating lifethreatening diseases. FDC's inception involved distributing a handful of products nationally, evolving over time to create exceptional offerings such as Electral, Enerzal, and Zifi, significantly elevating the company's turnover to over 15 Billion INR. Since its inception, FDC has remained commiYed to pioneering, producing, and promoting top-tier healthcare products, both within India and globally. With a portfolio comprising over 300 products, FDC's reach extends to more than 50 countries across the world.
We aimed to portray the genuine KIM experience through a story-driven video series HUMYL faced substantial challenges entering the protein supplement market as a nascent brand under FDC Limited. With no established brand positioning, the key hurdle was to avoid categorization solely as a pharmaceutical or fitness-centric product. The aim was to position HUMYL as a versatile high-protein solution, appealing to diverse age groups for meeting daily protein requirements and fostering overall well-being.
Our strategy for HUMYL was rooted in positioning it as the quintessential "High Protein for High Life. The goal was to integrate HUMYL seamlessly into everyday life without tethering it solely to fitness. Our campaign "High Protein. High Life" emphasized HUMYL's association with a fulfilling lifestyle, focusing on protein as a fundamental component. The "HUMYL Hai to Possible Hai" campaign highlighted HUMYL as the energy source for various activities, be it family time, adventures, or sports. "HUMYL Piyo, Life Jiyo" assured worry-free daily protein intake and an active lifestyle, thanks to its blend of three high-quality proteins—Whey, Soy, and Casein. With attention-grabbing lines like "Think outside the shake," "Every BODY needs protein," and endorsements from revered figures like grandparents, HUMYL was seamlessly integrated into festivals and life situations, subtly reinforcing its presence.
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