MuscleBlaze’s new series uncovers the hard work behind India’s overlooked athletes

New Delhi: MuscleBlaze has introduced a new long-form content series, ‘India’s strongest unknowns’, which focuses on the personal and often unseen journeys of Indian athletes.

The series marks a shift in the brand’s communication approach by moving towards documentary-style storytelling centred on discipline, setbacks and perseverance within Indian sport.

Developed by Tonic Worldwide, the project moves away from product-led narratives and instead concentrates on the emotional and physical demands of high-performance sport. Through extended, cinematic features, the series positions MuscleBlaze as engaging more deeply with athlete experiences and the community surrounding them.

The first release, titled India’s Fastest Hurdler Ever | Tejas Shirse’s 13.41s National Record, follows the career of 110-metre hurdler Tejas Shirse. The 10-minute film captures the financial strain on his family, the repeated frustration of missing qualification margins by minimal fractions, and the wider emotional pressures that shaped his progress. Interviews with Shirse, his coach and his family contribute to a broader portrayal of his path to the National Record.

Reflecting on the approach, Sudish Balan, Co-founder and Chief Creative Officer, Tonic Worldwide, said: “In an era dominated by micro-dramas and 1 sec reels, we made a conscious choice to slow down and deepen the conversation. The truth is, genuine effort and discipline are not concepts you can capture in a fleeting clip; they require sustained emotional investment."

He added, "For ‘India’s strongest unknowns’, we committed to cinematic integrity and authenticity. By giving athletes like Tejas Shirse the full 10-minute canvas, we invite audiences not just to watch, but to connect deeply with their journey, their struggles, triumphs, and humanity. Our aim is to not gain views but build profound engagement through lasting trust and a genuine alignment with the MuscleBlaze philosophy.”

Additional films in the series will be released periodically, highlighting a range of athletes and fitness figures. The project is expected to build a growing archive of stories centred on endurance, resilience and individual journeys within India’s sporting landscape.

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