Mumbai — In the middle of a crowded mall last weekend, it wasn’t a celebrity sighting or a flash mob drawing attention. It was a single pull-up bar.
The proposition was simple: do one pull-up, win a protein bar.
But what looked like basic product sampling turned out to be a sharply executed behavioural marketing play by SuperYou, the protein brand co-founded by Nikunj Biyani and actor Ranveer Singh, in collaboration with quick-commerce platform Swiggy Instamart.
A cue, an action, a reward
India’s protein market has long been dominated by tubs of whey, heavy gym culture and niche fitness audiences. SuperYou has been positioning itself differently — as a snackable, everyday protein brand rather than a hardcore supplement label.
The pull-up bar activation reflected that shift.
Instead of distributing samples passively, the brand created a physical trigger. The pull-up bar acted as a symbol of strength and fitness — a cue. The act of performing a pull-up became the engagement. The protein wafer served as the reward.
In behavioural psychology terms, this is known as “habit stacking” — linking a new behaviour to an existing habit or environmental cue. In this case, the familiar sight of a pull-up bar becomes associated with SuperYou.
The long-term implication is subtle but powerful. The next time a participant walks into a gym and sees a pull-up bar, the visual cue may trigger recall of the brand and the taste experience.
From mall memory to mobile purchase
While the mall activation built brand memory, Swiggy Instamart closed the commerce loop.
One of the biggest challenges in food and beverage marketing is converting awareness into purchase. Consumers may enjoy a product at an event but fail to follow through at retail.
By integrating with Swiggy Instamart, SuperYou reduced that friction. Instead of requiring a supermarket visit, the protein wafer becomes a quick-commerce impulse buy — available for delivery within minutes.
The collaboration effectively connects fitness cues to instant fulfilment, transforming what is typically a considered purchase into a convenience-led decision.
A broader shift in F&B marketing
The campaign reflects a larger shift in how new-age food and beverage brands in India are building engagement. Rather than relying solely on traditional advertising formats, brands are investing in “phygital” strategies — physical experiences that drive digital behaviour.
For SuperYou, which offers protein wafers and products built around fermented yeast protein innovation, the objective extends beyond immediate sales. The brand is attempting to establish relevance within the broader fitness conversation, while simultaneously embedding itself into everyday snacking occasions.
In a market where protein demand is rising but consumer attention spans are short, speed and accessibility matter. By linking the gym cue to a quick-commerce purchase path, SuperYou is positioning itself at the intersection of fitness culture and instant delivery.
The result is more than a sampling exercise. It is an attempt to rewire how consumers associate protein with routine — one pull-up at a time.
