Nora Fatehi's gym hustle for BigMuscles: Empowering Indian women to flex their fitness goals

Nutraceutical and fitness supplement brand, BigMuscles Nutrition, has named Bollywood actress Nora Fatehi as its new brand ambassador. It also released a music video, directed by filmmaker-director Farah Khan, as part of the campaign that shows Fatehi hustling it out in a gym, showcasing the efforts that go behind her effortless on-screen persona. 

“Fatehi is one of the most iconic figures in the Indian entertainment industry, who personifies individual fitness while inspiring millions to chase their health and fitness goals. We are elated that along with cricketing icon Hardik Pandya, Fatehi is endorsing BigMuscles’ mission of aiding the nutritional needs of fitness enthusiasts across the country,” said BigMuscles Nutrition founder Suhel Vats while sharing his thoughts on the development.

Fatehi too echoed the sentiments saying, “Fitness and hard work have been the basic principles of my life and this association gives me an opportunity to amplify the message of ‘Hustle Banaye Muscles’ (Hustle builds muscles) to all my fans and the ever-growing fitness enthusiast community. I am hopeful that this fruitful partnership would go a long way.”

The Farah Khan-directed one-minute video, featuring Fatehi and released as part of the association, has been creatively designed by Ogilvy India. It promotes BigMuscles' flagship product Premium Gold Whey Protein, which helps in faster muscle building.

The announcement comes less than a year after BigMuscles Nutrition signed cricketer Hardik Pandya as the brand ambassador for its wide array of nutritional supplements. The company claimed that it has swiftly evolved as the favourite nutritional supplement partner for several celebrities, including actors Ranveer Singh, Dino Morea and Prateek Babbar.

Founded in 2009, BigMuscles Nutrition provides nutritional supplements and support for individuals striving to achieve their fitness goals. Its portfolio of over 200 products is spread across all sports nutrition and wellness categories, including proteins, gainers, amino acids and pre-workouts.

Campaign’s take: BigMuscles Nutrition’s latest campaign, featuring actor Nora Fatehi, can be a game-changer for Indian women looking to start their fitness journeys. Traditionally, fitness supplement ads show bulky men lifting weights, but this campaign flips the script by focusing on a strong, determined woman hustling in the gym. Fatehi, known for her hard-earned success in Bollywood, through her hustle and perseverance, is the perfect ambassador to inspire women to prioritise their fitness goals.

With Fatehi embodying the message of ‘Hustle Banaye Muscles’, the campaign highlights that fitness isn’t just about aesthetics—it’s about dedication and effort. The video, directed by filmmaker Farah Khan, showcases Fatehi’s gym routine, making it clear that fitness is a result of relentless hustle, a message that resonates with anyone chasing their goals.

By choosing a strong female figure like Fatehi, BigMuscles is breaking the stereotype that fitness is a male-dominated space. It encourages Indian women to see fitness as achievable and empowering, not just for men but for everyone. This shift in narrative is likely to attract more women into gyms and fitness routines, knowing that with the right mindset, they too can achieve their health and fitness ambitions.