MuscleBlaze's latest campaign by Adsto Media House uses typical South Indian style film action for an entertaining smackdown between powerlifter Larry Wheels and KGF star Garuda Ram.

As per Adsto Media, the MuscleBlaze x Larry Wheels ft. Garuda Ram film reflects a paradigm shift in how brands approach fitness marketing - trading traditional product demos for full-scale cinematic storytelling.

“We wanted this to be a true homage to South Indian action cinema and not a parody. So every choice, from the music to the massy dialogues and slick action, was intentional. The real stunt, though, was squeezing all that into a tight runtime on a tight schedule,” said Ashwin Lakshmi Narayan, director of the ad film.

In the fight for attention from streaming and social media, ad films are evolving beyond the traditional 30-second advertising spot with entertainment-grade content that competes directly with streaming and social media for audience attention.