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Wellbeing Nutrition launches ‘The Lighter, Quieter Whey’ campaign
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Wednesday, 07 January, 2026, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Wellbeing Nutrition, one of India’s leading clean-label health and wellness brands, has unveiled ‘The Lighter, Quieter Whey’, a bold new brand campaign for its Whey Protein range that puts digestive comfort at the centre of the protein conversation.
In a category traditionally driven by performance claims and muscle gains, the campaign flips the narrative by spotlighting a widely experienced but rarely addressed issue — digestive discomfort caused by whey protein. Using humour and everyday situations, the film captures awkward, unspoken moments linked to bloating and heaviness, striking a chord with consumers who want nutrition to fit seamlessly into daily life.
With The Lighter, Quieter Whey, Wellbeing Nutrition reinforces its commitment to science-backed, digestion-friendly formulations while strengthening its position as a brand driven by consumer insight and transparency. The campaign underscores a simple truth: protein should support the body, not disrupt it.
Commenting on the launch, Saurabh Kapoor, Co-Founder, Wellbeing Nutrition, said that while sports and performance remain a key focus area, protein is no longer limited to gym-goers. “When we listened to consumers, we realised people want the benefits of protein without the discomfort they often deal with. This campaign is rooted in that very real insight,” he said.
Varun Kandhari, chief marketing and growth officer, added that digestive comfort has long been ignored in the whey protein category. He explained that Wellbeing Nutrition’s whey protein is crafted using native whey sourced directly from milk, combined with probiotics, natural digestive enzymes, essential amino acids and BCAAs. Cold-processing and microfiltration techniques are used to preserve protein integrity, reduce excess lactose and prevent bloating, while delivering up to 31g of protein per serving.
The campaign will be amplified through a digital-first approach, influencer collaborations and community-led fitness activations. The Wellbeing Nutrition Whey Protein range is available on the brand’s website and leading e-commerce and quick-commerce platforms including Amazon, Blinkit, Swiggy, Nykaa, Myntra, Tata 1MG, Flipkart and Zepto.
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