In an exciting development for health-conscious consumers, Indian Cricket Team captain Rohit Sharma has partnered with True Elements, a health food brand owned by Marico. This collaboration not only marks Sharma’s role as the brand ambassador but also introduces a new line of co-branded products named RS by True Elements. The announcement was made on September 2, and it has already generated significant buzz in the health food market.
A Game-Changing Partnership
True Elements had earlier posted a video teasing this partnership, which had garnered millions of views in less than 48 hours. The brand’s press release highlights the potential of this collaboration to revolutionize the health food industry in India. While specific details about the product line are still under wraps, there are speculations that Sharma may be launching innovative, nutrient-dense snacks tailored for athletes and active individuals.
Sharma expressed his enthusiasm for the partnership, stating, “This is a good time and opportunity to launch RS by True Elements, where today, the focus for consumers is to know what they are eating. I have been a fan of True Elements, as they have stayed committed to their values and business philosophy.” This statement underscores his dedication to promoting a healthy lifestyle and aligns with True Elements’ mission to provide nutritious food options.
Adding to the excitement, Rohit Sharma also posted a collaborative video on his Instagram account today, further amplifying the partnership. In the video, Sharma showcases his efforts to create a viral moment for the brand, promoting its offerings with the catchy tagline, “Gyan Mat Suno, Black Pack Chuno” (Don’t listen to wiseacres, choose the Black Pack). The playful nature of the video not only highlights the product but also engages his vast fan base, making it a fun and interactive promotion.
“So when you are looking to buy your healthy breakfast and snacks, just search for True Elements ke black packs. Super tasty aur healthy – yeh meri guarantee @true.elements #Collab”, the caption of the video reads.
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You can watch the “viral” video here:
True Elements: A Pioneer in Healthy Foods
Founded in 2016, True Elements specializes in a variety of health foods, including oats, muesli, and healthy seeds. The brand has made significant strides in the Indian market, selling its products through various online and offline channels. After Marico acquired a majority stake in True Elements in 2022, the company has been positioned for rapid growth, and Sharma’s involvement is expected to further enhance its visibility and reach.
Puru Gupta, Co-Founder and CEO of True Elements, highlighted the significance of this partnership, stating, “This is the first time a cricketer is licensing a health food brand in India—a first for the ecosystem. Given the authenticity that Rohit has in cricket, we believe it would help us reinforce our commitment to being ‘True’ and honest with our customers.”
Rohit Sharma’s partnership with True Elements is part of a broader trend where companies leverage celebrity influence to enhance their brand image and product offerings. This collaboration goes beyond traditional endorsements, as it involves launching dedicated product lines and engaging celebrities as co-founders. Such arrangements allow brands to tap into the social currency of celebrities, raising awareness and driving sales in competitive markets.
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