FLIPKART BRINGS FOOD PHARMER’S OWN PROTEIN TO BIG BILLION DAYS

Flipkart has unveiled a new campaign for Only What’s Needed (OWN), the protein brand founded by influencer Revant Himatsingka, better known as Food Pharmer. Conceptualised by 22feet, the campaign highlights OWN’s seven protein quality checks, blending humour and food transparency, and launches the brand on Flipkart during Big Billion Days.

Flipkart has added a new dimension to its Big Billion Days campaign with the launch of Only What’s Needed (OWN), a protein brand founded by Indian influencer Revant Himatsingka, popularly known as Food Pharmer. Conceptualised by 22feet, part of Omnicom Advertising India, the campaign marks OWN’s debut on Flipkart, bringing Food Pharmer’s advocacy for food transparency into the spotlight.

The creative premise is rooted in a familiar idea: tests. Food Pharmer has built his reputation on testing food products and exposing misleading claims, and the campaign cleverly channels this into an engaging narrative. OWN’s seven protein quality checks are placed front and centre, giving shoppers a memorable way to discover the brand and its uncompromising standards.

At the heart of the campaign is a film that blends humour with nostalgia. Set in the familiar world of school and college tests, it introduces a stern professor known for putting everyone through rigorous examinations. His authority, however, meets its match in Food Pharmer, who confidently counters with OWN’s seven protein quality checks. The playful exchange underscores the brand’s commitment to quality while making the message accessible and entertaining.

OWN’s rigorous standards are not just a creative device but a genuine differentiator. As Ishan Mehta, Executive Creative Director at 22feet, explained: “What’s remarkable about OWN Protein is that if even one pack fails the protein test, the entire batch gets junked. We wanted to spotlight this fanatical commitment to quality. And pitting it against a professor just as obsessed with tests brought in the trademark humour, that makes it unmistakably Flipkart.”

The campaign also carries a strong consumer incentive. As part of the Big Billion Days promotion, customers shopping for OWN stand a chance to win three months’ worth of protein, adding tangible value to the brand’s launch. This aligns with Flipkart’s broader strategy of combining entertainment-led storytelling with compelling offers during its flagship sale.

Amplification has been designed for digital-first audiences, with the film being rolled out across Instagram and YouTube. By tapping into Food Pharmer’s established following and the platforms where his advocacy resonates most, Flipkart ensures that the campaign reaches consumers already attuned to conversations about food transparency and quality.

The launch of OWN on Flipkart during Big Billion Days reflects the e-commerce giant’s continued focus on blending cultural insights with product innovation. By leveraging Food Pharmer’s credibility and humour, the campaign not only introduces a new brand but also reinforces Flipkart’s positioning as a marketplace that champions quality and consumer trust. In a season defined by deals and discounts, OWN’s debut adds a distinctive voice to the Big Billion Days narrative—one that insists on passing the test.