How Filmgoi Turned a Protein Myth Into 100M+ Views?

Case study: Yoga Bar, Protein for EveryBODY

We created the best-performing campaign in Yoga Bar’s history: strategy, story, shoot and 12 finished films, delivered in 20 days.

Yoga Bar came to us with a perception problem. We answered it with a twist: everyone assumes the cricketer is drinking the protein shake, but it’s the guy on the sofa. Here’s how our team took that idea from insight to 100M+ views.

100M+	60%	12	20 days	#1
Total views	Completion rate on skippable ads	Films delivered	Brief to final delivery	Best campaign in Yoga Bar history

Client: Yoga Bar
Our role: Creative strategy, concept, end-to-end video production, multi-format delivery
What we delivered: 12 films (landscape, portrait, subtitled) in 20 days

The brief

Yoga Bar needed India to stop thinking of protein as a gym product. Protein deficiency is widespread across Indian diets, yet most people believe supplements are only for athletes.

The task was tough: change that belief across very different audiences, none of whom see themselves as fitness people.

Who we had to reach:

Housewives managing busy homes
Elderly parents with settled routines
Students who’d rather game than go to the gym
Young couples balancing work and life
The wider general audience scrolling past fitness content

A generic nutrition message would have reached none of them. This needed a story.

How we cracked it?: flip the script

Our first strategic call was to skip the lecture entirely. Nobody wants a nutrition lesson in their feed, so we designed a story that leads viewers to the wrong assumption, then surprises them.

The insight we built on: if protein deficiency affects everyone, the hero of the ad shouldn’t be the fit person. It should be the one you’d least expect.

The story structure we designed for every film:

The setup. We meet a laid-back protagonist doing something wonderfully ordinary: watching TV, gaming, reading the newspaper.
The misdirect. An active, sporty character walks in: a cricketer, a gym regular, an aerobics instructor. The audience instantly decides the protein shake is for them.
The twist. It isn’t. The “lazy” character is the one making and drinking the Yoga Bar shake.
The payoff. Fuelled up, they match the active character’s energy with a fun, confident dance. The message lands without a single lecture: protein is for everyBODY.

Brand guardianship: we kept every frame in Yoga Bar’s modern, urban, cool and young look, so the films felt premium while the characters felt like people you actually know.

How we made it?: 12 films in 20 days

Our team ran the entire journey, from strategy and concept through production and final delivery. One partner, one vision, 20 days from brief to broadcast-ready.

Deliverable	Quantity	Length	Built for
Master films, landscape	3	20 sec each	Different demographics, widescreen viewing
Master films, portrait	3	20 sec each	Mobile and social stories
Subtitled versions	6	20 sec each	Localized text overlays for accessibility and wider platform reach

Our production craft:

We edited for the scroll. Fast, punchy cuts carry the setup, then the pace slows just enough to let the twist and the dance land.
We kept one look across three stories. A clean, modern, energetic visual language tied every film to Yoga Bar’s identity.
We let humour do the selling. Relatable characters and a playful payoff kept viewers watching to the end.
We planned every format from day one. Landscape, portrait and subtitled cuts were built into the process, not bolted on after.

What our work delivered?

Protein for EveryBODY became the best-performing campaign in Yoga Bar’s history.

100M+ views across stories, videos and paid placements
60% completion rate on skippable ads, well above the typical industry benchmark. When viewers can skip and most don’t, the story is working.
12 broadcast-quality films delivered in just 20 days
#1 campaign in the brand’s history

“This is a great campaign.” Yoga Bar client team

Why do brands work with Filmgoi?

Strategy before cameras. We start with the insight, not the shot list. Every creative choice here is traced back to India’s protein gap.
Stories people don’t skip. We build narratives around surprise and relatability. That’s how a 20-second ad earned a 60% completion rate on skippable placements.
Speed at scale. 12 broadcast-quality films in 20 days, with no corners cut.
Social-first by design. We plan landscape, portrait and subtitled versions from day one, so every platform gets a native cut.
Brand guardianship. We push the idea hard while keeping every frame on-brand.
End to end, under one roof. Strategy, concept, production and delivery with one team and one point of accountability.

Have a perception you need to flip?

Whether you need to change what people believe about your category or simply make ads people choose to watch, we take brands from insight to idea to screen, fast.

Let’s make your next best-performing campaign. Get in touch with Filmgoi Today!