National, June 21st, 2025: RiteBite Max Protein, the flagship brand of Zydus Wellness, has launched a compelling new campaign titled “Mitti Se Majbooti” this International Yoga Day, spotlighting one of India’s most powerful yet underrepresented fitness traditions, Mallakhamb.
This campaign is more than just a celebration of yoga, it is a cultural revival. “Mitti Se Majbooti” takes viewers deep into the heart of India to rediscover Mallakhamb, an ancient sport that blends yogic discipline with gymnastic strength, performed on a vertical wooden pole or suspended rope.
Set against the earthy hues of a traditional akhada, the campaign film captures the journey of young Mallakhamb athletes as they train with unwavering focus and resilience. Each frame echoes the core message: real strength isn’t bought, it’s built, from the mitti (soil) up.
To ensure authenticity, the campaign was created in collaboration with Mallakhamb federations, coaches, and national-level players. The film features real stories from real athletes, showcasing how Mallakhamb has evolved from a warrior-training discipline to a competitive sport, still thriving in local communities despite limited resources.
The narrative climaxes with a moment of quiet triumph, a young athlete, having finished a rigorous training session, reaches for a RiteBite Max Protein Bar, subtly reinforcing the campaign’s message. With 10g of protein, the bar provides sustained energy, seamlessly becoming part of the athlete’s journey. “Mallakhamb trains both the body and mind in harmony. Our academy has produced national and Olympic-level athletes, and this partnership with RiteBite Max Protein brings us recognition and renewed hope,” shared Anvi Baria, National Gold Medalist – Mallakhamb.
“The roots of Mallakhamb lie in Maharashtra, yet it still lacks official recognition as the state sport. With RiteBite Max Protein’s support, we hope to bring the sport the visibility and respect it truly deserves,” said Ruturaj Shirodkar, National Player and Head Coach, Ruturaj Sports Academy.
“Mitti Se Majbooti is a celebration of discipline, heritage, and inner strength. At RiteBite Max Protein, we believe fitness is more than trends, it’s about honouring what’s always made us strong. Mallakhamb captures that spirit perfectly,” said Dr. Ravinder Varma, Senior Brand Manager, Zydus Wellness.
“We wanted to go beyond the conventional Yoga Day narratives and shine a light on an ancient discipline that truly embodies strength, physically, culturally, and emotionally, This campaign is a tribute to the untold stories of athletes and coaches who continue to keep this tradition alive against all odds.” added Shivam Tiwari, Brand Executive, Zydus Wellness.
Mitti Se Majbooti marks the beginning of a larger movement. Beyond the film, RiteBite Max Protein is extending support through grassroots activations at Mallakhamb training centres across India and launching a social media series that documents inspiring stories of athletes, coaches, and communities keeping the legacy alive.
As the sun rises behind a Mallakhamb athlete poised high on a pole, the message is clear: “Yoga beyond the mat. Strength beyond the usual.”
Campaign Link: YouTube Main Film: https://youtube.com/shorts/tMq3m1XGnuI?si=ZPP9TEc4X7JwaNVY https://youtube.com/shorts/ZwD7uGU0aXY?si=rLwZ6drOpFAKs1-U https://youtube.com/shorts/eMLU_ialb3E?si=Gast2Ii34Virmqmo https://youtube.com/shorts/OI11Vi966_c?si=wgUWHD4pKNosXY3X https://youtube.com/shorts/aMx-45fJ-eA?si=dQD5BfVEh8UAfI72 https://youtube.com/shorts/RXS8XQpskKc?si=IC9mhiRmVpHS7Je7 https://youtube.com/shorts/nQAzsT6Nzz0?si=cCgzjfR4HRT2a928
Instagram Main Film:
https://www.instagram.com/reel/DLIadvmi5LR/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== https://www.instagram.com/reel/DLIbBeYC4Pa/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== https://www.instagram.com/reel/DLIbPoWzfzb/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== https://www.instagram.com/reel/DLIoruICQdQ/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==