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Ranbir Kapoor Plays Five Of Himself To Launch A Shower Gel

Ad Tribe! Bureau2 min read
Five Ranbir Kapoor characters gathered in one room in Flux Theory's launch film

Flux Theory, the brand co-founded by Ranbir Kapoor, has made its FMCG debut in the shower category with five shower gels and a launch film in which five of his best-known characters share a room.

  • Brand: Flux Theory, founded by Ranbir Kapoor and Advay Jhunjhunwala, in partnership with the venture building platform Think9
  • Range: five shower gels, named Lover, Rebel, Dreamer, Sport and Sage
  • The film: five Kapoor characters, Barfi, Bunny, Jordan, Ayan and Shiva, brought together
  • The thought: "Who do you want to be today?", positioning the shower as a daily reset
  • Where to buy: Amazon, Flipkart, Myntra, Zepto, Tira, Instamart and fluxtheory.in
  • No agency credits have been announced

Why The Characters Do The Work

Because they solve the hardest problem in the category. Five shower gels with five personality names is an arbitrary construct until something makes the personalities legible, and an actor with five films the audience already knows by heart provides five ready-made moods without a line of explanation. The casting is the product architecture.

Kapoor said every character he has played has stayed with him in some way, and that the shower becomes a moment to ask yourself who you want to be today.

What Flux Theory Is Actually Selling

Variety as a reason to own more than one. Advay Jhunjhunwala said each shower gel has a clear purpose for the skin, but that its fragrance and personality also speak to how you want to feel. That is a pitch for a shelf of five rather than a bottle of one, which is a more interesting commercial idea than a celebrity endorsement.

Where It Sits

Founder-led rather than endorsed, which changes the incentives. Kapoor is a co-founder alongside Jhunjhunwala with Think9 behind them, and the range is launching across quick commerce and marketplaces at once rather than building distribution slowly. Both facts say this is intended as a business, not an association.

The film is on Flux Theory's YouTube channel. More campaigns.

#personal care#Ranbir Kapoor#Flux Theory#Celebrity Founders
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