True Elements has launched a new campaign featuring Indian cricket captain Rohit Sharma to launch his brand of healthy breakfast and snacks—RS by True Elements. This marks Rohit’s debut into the healthy breakfast and snack market, where he not only endorses but also co-creates a range of products bearing his name and likeness on the packaging.

In the campaign, Rohit Sharma, known as “The Hitman,” delivers an authentic, humorous, and viral-worthy message about True Elements’ emphasis on healthy, 100% natural ingredients. The film establishes RS by True Elements as a brand focused on genuine, wholesome ingredients, by blending Rohit’s signature cool persona with a viral “mic drop” moment.

Rohit’s punchline reinforces the fact that his face is on the pack because he genuinely believes in the product. His casual remark, “Back of pack maine pad liya…taaki aapko padna na pade” and the tagline “True Elements – Food with Hitman’s Guarantee” add a level of trust and credibility for consumers.

Puru Gupta, Co-Founder & CEO of True Elements, stated that collaboration comes at a time when the discussion around ingredient transparency and exaggerated marketing claims is intensifying in India. He reassured that True Elements has always been at the forefront with transparent ingredient declarations and no misleading claims.

“While an endorsement by Captain Rohit Sharma is a great validation, we have gone one step forward with this partnership, with Rohit launching his own line with us. It is probably the first time any food brand has attempted to license in a co-branded manner in India. So, while we sort out the back of the pack for Rohit, he sorts out the front of the pack for us,” Gupta added.

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The campaign seeks to tackle the challenges associated with packaged health foods by clarifying these concerns and promoting healthier eating habits among the youth. It is set to launch across digital platforms and social media, leveraging the viral appeal of the mic drop moment to encourage widespread engagement.

In the initial phase, RS by True Elements will focus on breakfast and snacking with over 10 products. For breakfast, the lineup includes Dark Chocolate Muesli and Berry Delight Muesli, while the snacking category will feature products like Namkeen Mix, Party Mix, SuperSeeds Mix, and various Trail Mixes. The brand will also introduce a range of 5-minute ready-to-drink breakfast shakes in a premixed format, along with millet-based options such as Millet Mix and Chatapata Mix, adhering to regional snack taste preferences.

The new sub-brand, RS by True Elements, will adhere to the same principles of avoiding preservatives, chemicals, or artificial colours in its products, with the recipes co-created by Rohit Sharma and the True Elements team. RS by True Elements products will be available across e-commerce platforms, quick commerce services, and nearby grocery stores, in addition to their own DTC channels, targeting one crore Indian households.