When Milind Soman gets schooled on bread | Advertising

The Health Factory (THF), the brand that claims to be behind India’s first zero maida and protein bread, has launched a new ad film featuring Milind Soman, one of India’s most prominent faces of fitness and mindful living. The campaign is part of the brand’s ongoing rebranding journey, designed to spark conversations around its philosophy: All for Health. Health for All.

The film takes a witty, ironic twist showing a world where even Soman, often regarded as the fittest man in India, gets playfully ‘schooled’ by health-obsessed youngsters for not knowing about the fittest bread in town. With humor at its core, the film flips the narrative, positioning The Health Factory as the everyday essential that embodies everything Soman himself stands for—simplicity, authenticity, and consistency in health.

Commenting on the launch of the campaign,” Vinay Maheshwari, CEO of The Health Factory, said, “Milind connects with all age groups, which fits perfectly with what we stand for as a brand, keeping healthy living simple for everyone. For us health isn’t about complicating daily routines, it’s about simplifying them and making sure your daily staples are the right ones.”

Meghraj Bangera, senior brand manager at The Health Factory, added, “People knew us as the Zero Maida bread brand, but somewhere along the way The Health Factory took a backseat. With this campaign we flipped that, bringing a quirky twist with Soman at the centre. The focus had to come back to the brand and its core: making health your everyday staple.”

Commenting on the collaboration, Soman said, “I’ve always believed health is about small, consistent choices, what you eat every day matters the most. That’s why I connected with The Health Factory’s philosophy instantly. Bread is such a basic part of our diet, and making it healthier without compromising taste is a simple yet powerful idea.”

The Health Factory’s refreshed identity comes with new packaging, clean-label promises, and a sharper tone that aims to cut through India’s cluttered health food space. Available in 16 cities and through e-commerce, q-commerce, and retail channels, the brand stated that it has already reached over 2 million households across India.

The new brand film marks a milestone in The Health Factory’s journey of transforming bread a daily essential into a symbol of better, cleaner eating for millions of households across India.

Campaign’s take: For a man who once ran barefoot from Ahmedabad to Mumbai, Milind Soman being ‘caught unaware’ about bread might sound like satire already. That’s precisely the creative play The Health Factory leans on in its latest film. The brand takes India’s most visible advocate of mindful eating and turns him into the unlikely poster boy for ignorance — a neat irony that lands the message sharper than a standard product demo.

The film follows Soman through encounters where neighbours, gym-goers, and even TV news remind him of his supposed blind spot: not knowing about The Health Factory’s zero-maida, high-fibre, high-protein bread. The punchline, of course, is that he does know — and reels off its clean-label credentials. It’s humour stitched with product truths, served without heavy-handedness.

Casting Soman wasn’t just smart branding; it was strategic credibility. At 59, he embodies a diet philosophy rooted in unprocessed foods, seasonal eating, and disdain for fads. That lived ethos makes him believable when he endorses a staple that positions itself as both healthier and fuss-free.

In a bread aisle long dominated by mass players, The Health Factory uses wit and quirk to slice through clutter — turning everyday toast into a conversation starter.

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