Ranveer Singh’s protein brand — eyeing Rs 500 cr in 5 years — is taste-tested by his family, was pitched the idea on a basketball court and via GIFs

He also shared how the new products of the brand first go through taste tests by Ranveer’s family. “He is not just the face, he is a real partner. Every product goes through his family’s taste tests. He brings storytelling, creativity, and a sharp consumer lens,” Biyani said.

During an interaction with Indian Business Podcast Clips, Nikunj, who lives in the same building as Ranveer, admitted that he was looking for a public personality with a very strong and trademark personality trait — and Ranveer’s over-the-top personality was best suited for the brand. He recalled how he met the actor and got to know him. He said, “Ranveer is passionate about sports and I also play a lot of sports. So we got to know each other whiple playing together. That’s where you have no choice but to show your true colours. During a basketball game, I told him that I am going to make you an offer you can’t refuse. He is very friendly and said he would love to hear the idea. I didn’t send him any numbers or anything complicated. I sent him 4 GIFs, where the last slide said let’s bond. At some odd hour in the morning, he said ‘I love it’.”

He believed that having Ranveer on board will create a strong brand recognition, as the actor is known for his energy and zest for life.

Lauding Ranveer and his contribution to the brand, Nikunj said, “He’s not a typical brand ambassador. He is the co-founder. He has been involved from brand name to packaging to everything. He has got a creative mind so he does not get involved with the operation side of things. All the products he has tried before and only then we have launched them. He is involved in all things on the creative front of the brand.”

On the work front, the actor will next be seen in Aditya Dhar’s Dhurandhar. It stars Sanjay Dutt, R. Madhavan, Akshaye Khanna, and Arjun Rampal in pivotal roles. It will release in theatres on December 5.