MuscleBlaze, Larry Wheels, and Garuda Ram Deliver a Blockbuster Fitness Campaign in India
CE DESK 
Adsto Mediahouse is the company that made the MuscleBlaze x Larry Wheels ft. Garuda Ram campaign. They came up with the idea, wrote the script, and made this high-energy, movie-style ad campaign that mixes South Indian action movie style with the star power of international fitness stars. Adsto Mediahouse is known for being creative and having a flair for culture. They did the whole shoot in tough conditions, building a full gym set in just 24 hours during a 48°C heatwave in Delhi. Their work turned a regular fitness ad into a fun blockbuster-style movie with lots of action, humour, and pop culture craziness.
Adsto Mediahouse is known for pushing the limits of creativity and telling stories that connect with a wide range of people, especially in the fitness and lifestyle areas. This campaign is a great example of how the agency combines entertainment with brand messaging to make content that goes viral and gets people talking about client brands in a way that regular ads can’t.
When MuscleBlaze announced a creative pitch on LinkedIn, expecting presentations, decks, and conventional ideas, one team flipped the script entirely. Instead of a typical proposal, they delivered a full-fledged cinematic vision a South Indian-style action showdown starring international strength icon Larry Wheels and Garuda Ram, the powerhouse from KGF fame.
From Idea to Reality: An Unrestrained Production
This campaign was unique because of its scope and ambition. In less than a day, the team constructed a whole gym set from scratch in the oppressively hot city of Delhi, where temperatures reached 48°C. Painting, floor levelling, and gym equipment installation were all painstakingly planned under physically taxing circumstances.
The campaign’s motto, “All muscle and zero tantrums,” was embodied by the cast and crew. Both Larry Wheels and Garuda Ram were incredibly charismatic and energetic during the shoot, giving performances that were more akin to a high-octane blockbuster than a standard fitness commercial.
The Campaign’s Core: Muscle Meets Entertainment
This was no typical commercial. Full of humour, drama, and a distinctively South Indian masala flair, it was an experience. A campaign that not only promotes protein supplements but also engages a wide range of audiences through entertainment, inspiration, and a deep connection was created by fusing pop culture craziness with genuine power.
The ad felt more like an event than a commercial because it capitalized on popular Indian cinematic tropes by putting Larry Wheels and Garuda Ram in an extravagant showdown. Both the fitness and online communities were excited by this blending of cultures and genres.
- The Significance of Bold Creativity in This Campaign: High-drama storytelling replaced traditional narratives in fitness marketing.
- Production Excellence: It took extraordinary commitment and professionalism to oversee a difficult set build and shoot during a scorching heat wave.
- Cultural Fusion: The campaign effectively combined Indian cinematic elements with global fitness culture.
- Star Power: Reach and resonance were increased by combining Garuda Ram’s local celebrity appeal with Larry Wheels’ global prominence.
