HUMYL
7.4 Crore
Impressions
1.2 Lakh
Clicks
5 Lakh
Organic Video Views
120%
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.
Our Strategy
Breaking into the protein supplement market meant one thing: HUMYL needed to stand apart. Our strategy began by stepping away from the typical fitness-nutrition lens and building a lifestyle-first narrative. We crafted a distinctive positioning — “High Protein for High Life” — placing HUMYL at the intersection of everyday vitality and long-term well-being. Our multi-campaign approach focused on relevance, relatability, and repeat use, not just muscles or workouts.
As a new entrant under the legacy of FDC Ltd., HUMYL faced the challenge of perception. The biggest hurdle was overcoming its image as just another pharmaceutical product in a crowded wellness space. With no brand awareness, no defined persona, and no lifestyle association, we had to build from scratch — positioning HUMYL as a versatile, daily protein companion for people of all ages, not just fitness enthusiasts.
We designed a storytelling arc that wove protein into everyday living. From festivals and family dinners to trekking and team sports, HUMYL became a character in every scenario. Lines like “Think outside the shake” and “Every BODY needs protein” drove home the idea that protein isn’t just for gym-goers — it’s for grandparents, students, parents, and professionals. HUMYL’s triple protein blend (Whey, Soy, Casein) became a functional backbone, but the soul was emotional storytelling.
We sparked conversations, curiosity, and conversions. Over 1.2 lakh engagements were recorded across Meta and YouTube, with campaigns like “High Protein. High Life.” and “HUMYL Hai to Possible Hai” driving both recall and relevance. Festival-led posts, testimonial-style reels, and UGC moments expanded HUMYL’s presence, converting engagement into loyalty — one story, one scoop at a time.
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