This April Fools, RiteBite Max Protein Hijacked Habits — Not Just Ads

Delhi, 3rd April 2025: In a world where diet plans often crumble at the sight of a discount coupon, RiteBite Max Protein, in partnership with Schbang Delhi, has launched a cleverly disruptive April Fools campaign that serves up more truth than temptation.

This April Fools’ Day, RiteBite Max Protein didn’t just join the prank party they flipped the script on temptation itself. RiteBite Max Protein April Fools Campaign, taps into its audience’s most relatable moment of weakness: late-night scrolls, fast food cravings, and that split-second surrender to a Rs. 100 coupon.

But instead of the promised cheat meal, users got a dose of self-awareness.

RiteBite Max Protein, known for pioneering protein-based snacking in India, has long stood by the mantra: “Protein Snacking Matlab No Cheating.” For this campaign, the brand decided to bring that message alive at the exact moment consumers were about to give in.

Their primary audience may aspire to healthy lifestyles, but the constant dopamine chase on Instagram, combined with irresistible discounts and food delivery ads, often leads them to compromise. The campaign leaned into this behavioural insight: cheating on your diet isn’t accidental, it’s ritualistic.

Schbang crafted a series of dark ads, a technique where ads are shown only to targeted users– disguised as tempting food deals. These creatives mimicked popular formats and brands, luring users into clicking.

But the ads weren’t from your favourite burger joint or food delivery platform. They were posted by a dummy account named “The Cheat Meal Club”, crafted to look authentic and familiar.

Upon clicking the link, users were redirected not to a coupon page but to a special landing page on RiteBite Max Protein’s website. The copy? Brutally honest.

The site didn’t shame it nudged. A smart banner reminded the user about the importance of health-forward snacking, reintroducing RiteBite Max Protein’s core range as a delicious, guilt-free option.

The campaign’s performance further validated the insight-led approach. Across platforms, RiteBite Max Protein’s digital decoy strategy clocked a total reach of over 4.7 lakh users, with more than 7.6 lakh impressions driven by targeted assets across Meta and Google. Most notably, the campaign achieved over 16,000 link clicks, reflecting a strong behavioural trigger that successfully redirected users at the precise moment of craving. The Meta assets alone garnered over 20,000 engagements, proving that when strategy meets timing, even an April Fools prank can convert curiosity into conscious choice.

Baani Singh, senior group Creative Manager at Schbang, says, “April Fool’s Day has become the day of tried and expected marketing efforts. With RiteBite Max Protein, we saw an opportunity to reinvent the format to make it speak to the consumer. A behaviour we largely observed and also experienced was of discounts and offer led temptation. This easy enabler of cheating was then turned into a light-hearted reminder to choose the healthy alternative of protein snacking.”

“At RiteBite Max Protein, we’re constantly challenging the norms of snacking, and this April Fools’ Day, we wanted to challenge the mindset too. With the ‘Cheat Meal Club,’ we didn’t just prank our audience but we gave them a much-needed wake-up call. In a world full of tempting offers on junk food, our message is clear: don’t fall for the bait. Choose better, choose protein. Because when it comes to health, cheating isn’t funny — it’s costly”, says Dr. Ravinder Varma, Sr. Brand Manger, RiteBite Max Protein (Company: Zydus Wellness Products Ltd).

RiteBite Max Protein has once again demonstrated that marketing doesn’t always have to shout to be heard. Sometimes, the most effective nudge comes in the form of a clever, quiet redirect to one that turns guilty pleasure into a healthy pause.

With the April Fools Campaign, RiteBite Max Protein and Schbang have successfully blurred the lines between prank and purpose delivering laughs, learnings, and a fresh take on digital wellness. Because at the end of the scroll, one truth remains: