India — Cosmix has launched a new advertising campaign alongside creative agency The New Thing (TNT), departing from conventional food advertising by challenging the way products are often marketed through exaggerated sensory appeal.
Done in support of Cosmix’s new product, ‘No Nonsense Bar’, the campaign focused on simplicity and transparency, positioning honesty as the central creative approach.
The main campaign film, conceptualised by TNT, adopts the visual language of traditional food advertising before breaking away from it, shifting focus to the product’s ingredients and taste. The execution is designed to draw attention to the bar’s formulation rather than relying on overtly seductive imagery or dramatic claims.
In addition to the primary film, the campaign includes a founder-led video featuring Vibha Harish and Soorya Jagadish. The video outlines the development journey behind the product and details the process undertaken to achieve the final recipe.
Vibha Harish, co-founder at Cosmix, said, “Cosmix has always let the product do the talking and is known for its transparency and honesty, so it was imperative that the marketing followed suit. Our community has been eagerly waiting for this drop, which meant there was no room for shortcuts. So, we wanted to do it with a bang, all while staying true to our No-Nonsense values.”
Shraddha Panday and Anagha Annet, Creators at The New Thing, added, “We noticed that the category cues for ‘tasty’ always leaned towards ‘sexy’. And always via women. When we sat down to list these moments of ‘nonsense’, we were surprised how many came up – be it the singular drop of juice on an actresses’ lip, or a bite of chocolate that sends her into a sensuous coma. So we decided to lean into it, and then call it out.”
Since its launch, Cosmix has built its brand around clean, plant-based nutrition, emphasising recognisable ingredients and functional benefits. With its entry into the protein bar category, the company said it aimed to introduce a product that aligned with this philosophy, in a market often characterised by bold claims and highly stylised advertising.
According to the brand, the product development process took more than two years and involved 88 different iterations. The objective was to address the common perception that plant-based protein bars prioritise health credentials over taste, by improving flavour and texture without compromising ingredient standards.
The campaign marks Cosmix’s latest move as it expands its portfolio within the plant-based nutrition space.
