Campaigns · Films
Wrote the Tagline and TVC Scripts for Big Muscles
Client — L&K Saatchi & Saatchi
Role — Senior Copywriter
The Strategy
The protein category was crowded. Every brand promised the same thing. Train longer. More endurance. Faster gains. Best protein extract. All talking to the muscle. Big Muscles needed a way in. The insight I cracked became the strategy: what really limits you isn't your body. It's your mind.
The Tagline
You're stronger than you think. The inner voice. The moment you hesitate. The moment you almost quit. That's when this pulls you back.
The Films
Two national TVCs. Both with Ranveer Singh. Same premise: the moment you're about to give up, and the flip. Film 1: I Can't Quit. Film 2: No More Excuses. I wrote both scripts. The CD and production house handled the shoot.
My first scripts to get produced.
The film
Watch
Film 1 — "I Can't Quit"
Film 2 — "No More Excuses"