INDIA – MuscleBlaze, India’s leading sports nutrition brand, today announced the launch of ‘India’s strongest unknowns’, a new flagship content series dedicated to capturing the raw, untold stories of discipline, sacrifice, and relentless pursuit of excellence within the Indian sports ecosystem. This initiative marks a strategic shift to long-form storytelling, cementing MuscleBlaze’s commitment to building a deeper, values-aligned community.
The film series, created by Tonic Worldwide, is conceived as an anthem for the dedicated. It moves beyond conventional product-led ad storytelling to explore the emotional and physical grit required for high performance. Through cinematic, documentary-style narratives, the series aims to establish MuscleBlaze not just as India’s leading sports nutrition brand, but as the patron of the intense craft, the blood, sweat, and accountability that defines true athletic success.
The inaugural film, “India’s Fastest Hurdler Ever | Tejas Shirse’s 13.41s National Record,” sets a high standard for the series. The 10-minute feature chronicles the arduous journey of 110-meter hurdler Tejas Shirse, detailing the financial pressures, the emotional toll on his family, and the crushing disappointment of repeatedly missing qualification for major events by fractions of a second. By featuring candid interviews with Tejas, his family, and his coach, the film powerfully illustrates that true strength is forged in vulnerability and resilience, culminating in his National Record achievement.
“In an era dominated by micro-dramas and 1 sec reels, we made a conscious choice to slow down and deepen the conversation,” said Sudish Balan, Co-founder & Chief Creative Officer, Tonic Worldwide. “The truth is, genuine effort and discipline are not concepts you can capture in a fleeting clip; they require sustained emotional investment. For ‘India’s strongest unknowns’, we committed to cinematic integrity and authenticity. By giving athletes like Tejas Shirse the full 10-minute canvas, we invite audiences not just to watch, but to connect deeply with their journey, their struggles, triumphs, and humanity. Our aim is to not gain views but build profound engagement through lasting trust and a genuine alignment with the MuscleBlaze philosophy.”
