Beastlife already says it: we don't sell hype, we deliver performance. This plan hands that line to strangers outside the gym, lets them test it for themselves, and films what they say. It works for whey, yeast protein, gainer or creatine in the same day, because it sells the thing all of them share.
Lab tested, high protein, no fillers: gym-goers have read every one of these lines on a tub that didn't live up to it. So the lines stopped working. What still works is something a person can see, taste or feel for themselves. Beastlife has three of those.
Every batch NABL lab tested, labels that show everything, and your ₹10 lakh Label Guarantee behind them.
Malai Kulfi, Cold Coffee, Shikanji, Litchi. Flavours people grew up on, in a shaker. Taste is the proof people believe fastest.
Protein, gainer, creatine, pre-workout and more from one brand. Most people buy each from someone different.
An ad where a stranger tests your own line, "we don't sell hype", sells Beastlife rather than one tub, so every product on the site gets the benefit, sale or no sale.
Each street test has one fixed spine and one open slot. The host runs the same conversation all day and swaps the product every few people. By evening the footage holds the same reaction across your whole range.
One person, one product, one clean reaction. For product and catalogue campaigns, and the product page.
Six strangers, six different products, the same verdict cut back to back. For new audiences who have never tried you.
Shooting one product per day would mean six shoots to cover the range. Rotating the product inside one conversation gets the same coverage in one day, and the mashup that comes out of it shows the promise holding across the whole shelf.
"Every brand says lab tested. They all say that."
"This one puts money behind its label."
Host: "Which protein are you on? Do you trust what's on the label?" Their honest answer.
Host: "I'll read you lines from tubs. You say hype or real." Their fast calls, in their own words. This beat is opening B.
Host: "This one says every batch is NABL lab tested, and backs its label with a ₹10 lakh guarantee." They turn the tub around and read it themselves.
Same beats with every tub in the range. Every few people, a new one.
Host: "Hype or real?" Their call, uncut.
Card: We don't sell hype. Read the label.
"Do you trust what's on your protein label?"
Their fastest "hype" calls, then the turn.
Fast. A HYPE or REAL stamp hits the screen on every call. The brand cut stacks six people and six tubs in the first ten seconds, all landing on the same word.
It turns your own line into a game strangers play on camera. The verdict comes from them, which is the only version of "we don't sell hype" a sceptical gym-goer will believe.
"Protein tastes like chalk. You just drink it fast."
"Wait, that's Malai Kulfi? In protein?"
Host: "How does your protein taste?" Whatever face they make. That face is opening B.
Host: "Close your eyes. One sip. Guess the flavour." A plain shaker, no label.
Their guess, out loud. Malai Kulfi, Cold Coffee, or Shikanji creatine for the one who swore creatine has no taste.
The host shows the tub. Host: "Protein. Same tub, every day."
Card: Protein you'll look forward to.
"Close your eyes. Guess the flavour."
The chalk face, then the first blind sip.
Close on the face for the sip, a beat of silence, then the guess. Flavour name hits the screen with the reveal. 20 to 30 seconds, one person per ad, and a "how many got it right" cut with six people.
Taste is why people stick with a protein or quit it. Flavours like Malai Kulfi and Shikanji are rare on a protein shelf, and a stranger's surprise sells them faster than any flavour list.
"I bought it from a good store. It must be real."
"I've never checked. This one I can."
Host: "Quick one. How do you know your protein is real?" A pause, a shrug. The pause is opening B.
Host: Two lines only, word for word from the claim list you approve.
Host: "Here's how you check this one." They check it themselves on camera, using whatever you give buyers today: the batch lab report, or a code on the tub.
Host: "Will you check yours tonight?" Their answer.
It's the strongest test and the one that needs the most care. Every fact comes from the host, only from wording your team signs off, and strangers only react. We run it once the claim list and the check itself are approved.
"Beastlife? That's a protein brand."
"My creatine and pre-workout too?"
Host: "Thirty seconds. Build your stack from this table." Six plain tubs: protein, gainer, creatine, pre-workout, BCAA, omegas.
They pick three or four and say why, in their own words. Every reason is a product ad.
The host turns every tub around. All Beastlife. Their reaction, uncut.
Host: "Which one would you try first?" Their pick tells us which product to put in front of new customers.
Card: Your whole stack. One brand you can trust.
"Thirty seconds. Build your stack."
The reveal reaction first, then the table.
Game clock counting down from thirty, a tick on every tub they grab, then the reveal with every tub turned at once. 20 to 30 seconds. The brand cut is six people's reveals back to back.
This is the test built for a wide range. The stranger finds out how much you make, on camera, which is the cross-sell a single product ad can't do. Their "try first" answers are free research on which product to lead with.
"I've seen the brand online. Never thought about it."
"Everyone, everywhere, landed on the same answer."
Host: The pilot's winning question, asked outside gyms in Delhi, Mumbai, Chennai, Bangalore and Kolkata, each in the city's own language.
Five cities, five languages, the same verdict, back to back.
Card: India decided. We don't sell hype.
City name and language on screen with each answer, English subtitles throughout. A 30-second national cut, plus one ad per city in its own language for regional targeting.
It is the biggest brand ad in the plan, and it should carry a question we already know works. The pilot finds that question in one city; round two takes it to five.
Find which reason sells without a sale: the label, the taste or the stack. Then lead every ad with it.
One city you pick. Outside two busy gyms.
Tests 1, 2 and 4, with the product rotating across your range.
Product ads and brand mashups, two openings each, ready for Meta.
One city and three tests keep the read clean. The winning reason becomes the brief for every shoot after it, across India.
Test 5: the winning question in Delhi, Mumbai, Chennai, Bangalore and Kolkata, each in its own language.
Test 3, once the claim list and the check are approved.
Your next big sale opens on street proof, so the offer lands on people who already believe the product.
The street format is at pplrated.com. The plan we built for Loam Science, a US supplement brand shooting in New York, is at loam.shaanks.com. On the call we walk you through ads we make for the brands we work with.
Yes, end to end: flows, host, location, shoot, edit and captions. You approve the tests and send product.
Most major cities in India, in whatever the gym crowd speaks there: Hindi, Marathi, Tamil, Kannada, Bengali or English, with a host who speaks it. Every ad has English subtitles.
A host we cast for the city, briefed on Beastlife before the day. Hosts aren't credited in the ads; the people on the street are the faces.
Whatever they taste and feel. Every fact about a product comes from the host, from the claim list you approve. No health or results claims from strangers.
No. The tests work without him. If he wants to react to the street cuts, we write that in as its own ad.
We aim for ten clean interviews per test. If the day falls short, we add a half day at our cost.
You do. Paid and organic, Meta, YouTube, marketplaces and quick commerce, no time limit. Consent from each person is on film and comes with the files.
A short call to pick the tests and the city, then the claim list and the flows within the week.
You approve the three tests and the claim list. Product ships to the shoot city.
Shoot day outside two gyms, the best interviews kept.
First cuts, one round of changes, then the finished files.
The ads run in your account. We read the four numbers together and name the winning reason.
by Shaanks