Ranbir Kapoor cast his five film characters as shower gels for Flux Theory's launch

A new FMCG brand needed an immediate, recognisable premise for its first campaign — and its founder's filmography was its most distinctive asset.

One launch film reuniting five of Kapoor's screen characters — each anchored to a shower gel — so shoppers pick a personality: 'who do you want to be today?'

An ad film 'larger than life, a little chaotic and full of energy', bringing Barfi, Bunny (Yeh Jawaani Hai Deewani), Jordan (Rockstar), Ayan (Ae Dil Hai Mushkil) and Shiva (Brahmāstra) into one story; the line-up maps to Lover, Rebel, Dreamer, Sport and Sage variants with distinct fragrance and function.

Launch coverage on ETBrandEquity; no sales or campaign results reported — the brand launched on 28 September 2026.

On 28 September 2026 actor Ranbir Kapoor launched Flux Theory, a shower-care brand co-founded with Advay Jhunjhunwala in partnership with venture-building platform Think9 — his entrepreneurial debut in FMCG. The premise: 'We are not one fixed personality. We change with the day, the mood and the moment,' Kapoor said, 'and that is the idea I wanted to build Flux Theory around... the shower becomes a moment to ask yourself: who do you want to be today?'

The launch campaign made the founder's filmography the product line. One ad film brings together five of Kapoor's best-known characters — Barfi, Bunny from Yeh Jawaani Hai Deewani, Jordan from Rockstar, Ayan from Ae Dil Hai Mushkil and Shiva from Brahmāstra — each anchored to a specific shower gel: Lover (moisturising, gold leaf and argan oil), Rebel (exfoliating charcoal with spicy leather notes), Dreamer (hydrating bergamot foam), Sport (refreshing detan with mint) and Sage (deep-cleansing earthy oud).

Co-founder Advay Jhunjhunwala framed the casting as instant comprehension: 'Bringing five of Ranbir's characters into one film gives people an immediate sense of what Flux Theory is about. They are all recognisably him, yet each has a completely different personality.' Each gel has a clear skin purpose, but its fragrance and personality 'speak to how you want to feel and which side of yourself you want to express'.

Five iconic characters map cleanly onto five SKUs, turning a celebrity endorsement into a working brand architecture.

The daily identity-shift insight gives a commodity category (shower gel) an emotional reason to choose and to switch.

Each variant is differentiated twice over — functionally (exfoliating, hydrating, detan, deep-cleansing) and by fragrance persona.

A chaotic, energetic film matches the founder's description of carrying 'so many different sides of yourself', making form follow idea.

A founder's existing body of work can be a brand architecture: map products onto personas the audience already knows by heart.

Flux Theory launched on 28 September 2026 with the five-variant line-up and the characters film; ETBrandEquity's launch-day report carried no sales figures, distribution plans or campaign results.