Product launch • Diwali 2024 • High-risk moment
The Moment
Wrath X was introduced as a high-intensity pre-workout during Diwali — a moment already saturated with spectacle, noise, and adrenaline.
The risk wasn’t visibility.
It was owning power without becoming generic.
The Force
Wrath X was framed as raw, destructive energy — not refinement, not balance.
We introduced a primal force: an enraged ape, emerging from darkness, moving through city and jungle, carrying the chaos of fireworks with it.
This wasn’t metaphor for fitness.
It was a signal for uncontrolled intensity.
The Launch Expression
The execution resisted explanation.
The film opens in a dark cityscape, briefly illuminated by fireworks.
We cut to an atmospheric jungle — silhouettes, tension, pursuit.
At the peak, the ape charges, leaps, and crashes into the ground, triggering an explosion.
When the chaos settles, the Wrath X container remains — centered, intact, undeniable.
Why this Mattered
The launch didn’t explain ingredients or benefits.
It asserted dominance at first contact.
Wrath X entered the market as something to be felt before it was understood — locking in a perception of aggression from day one.
Every launch chooses what to reveal — and what to withhold.
