Alpino ups the protein game with Khali and Mukesh Gahlot for new oats launch
CE DESK 
Alpino has rolled out an upgraded version of its High Protein Oats, and to drive the message home, the brand has brought in The Great Khali and Mukesh Gahlot for the launch campaign. The new product now delivers up to 27g of protein per serving, making it one of Alpino’s most muscle-focused offerings yet.
The campaign is built around the idea that strength and nutrition can be part of the same everyday meal. By using Khali’s towering presence alongside Mukesh Gahlot’s fitness credibility, Alpino is leaning into a clear visual cue: this is not just breakfast, but a protein-rich food option designed for active consumers. The brand’s social messaging also uses the line “Now bigger & stronger,” which matches both the product upgrade and the personalities chosen to front it.
Alpino has long positioned itself around natural nutrition and better-for-you snacking, especially in categories like peanut butter and oats. This latest launch pushes that positioning further by turning oats into a more performance-oriented product with a stronger protein claim. For consumers who want convenience without giving up on nutrition, that combination could make the product more appealing.
Alpino Health Foods – founder – Chetan said, “the company believes products should evolve alongside changing consumer requirements. He noted that Khali and Gahlot were chosen not merely as endorsers but as embodiments of the strength and performance attributes reflected in the upgraded product”.
The campaign also reflects a broader trend in food marketing, where brands are using celebrity-led storytelling to simplify product benefits and create instant recall. In this case, the fit is especially strong because both Khali and Gahlot represent strength in a way that visually reinforces the product’s proposition.
With its upgraded oats and high-impact campaign, Alpino is clearly aiming to own the intersection of protein, convenience and taste. The launch gives the brand a sharper identity in the increasingly crowded healthy breakfast space.
