Mumbai, 15th May 2024: In an era where mothers tirelessly juggle countless responsibilities, often prioritizing their family’s well-being above their physical health, Ritebite Max Protein is addressing this overlooked need with its innovative campaign, #MyMummyStrongest, this Mother’s Day. The campaign is dedicated to introducing physical strength into the much-celebrated narrative of the strong mom, encouraging mothers to prioritize their physical well-being.
Moving beyond a one-time gesture, the brand aims to empower mothers to cultivate a long-term commitment to self-care, fostering not only physical fitness but also mental well-being. By encouraging moms to view the gym as a “second home” dedicated to their health, Ritebite Max Protein’s campaign beautifully spreads awareness about the essential role self-care plays in a mother’s life.
In collaboration with Schbang, the brand created pre-launch buzz for their campaign. The strategy, featuring a self-filmed video and a humorous approach in an in-house reel, sparked curiosity and speculation among audiences. It effectively captured their attention, leaving them eager to learn more about the forthcoming initiative.
By collaborating with the renowned @WeightlifterMummy, a 68-year-old fitness enthusiast, Ritebite Max Protein aims to ignite a movement where more mothers can experience the transformative benefits of regular physical training. WeightlifterMummy aka Roshini Devi Sangwan overcame age and health challenges, becoming a beacon of inspiration for those who might have set aside their fitness goals. Through her inspiring story, she proves that age is just a number when it comes to health and well-being. This partnership sends a powerful message to mothers everywhere, demonstrating that prioritizing physical fitness is both achievable and essential at any stage of life.