National, 28th September 2026: Ranbir Kapoor has entered the Indian FMCG industry as the Founder of Flux Theory, a new brand in the shower category created with Advay Jhunjhunwala along with the venture building platform, Think9. Marking the brand’s launch, Flux Theory has released a larger-than-life film featuring five of Kapoor’s most recognisable screen characters: Barfi, Bunny, Jordan, Ayan and Shiva.
The film brings these distinct personalities together to express the idea at the heart of Flux Theory: we are never just one version of ourselves. Different moods, moments and situations bring out different sides of who we are. The shower becomes a daily moment to pause, reflect and decide who we want to be next.
Five characters. Five personalities. Five products.
Each character in the brand film brings a different energy to the Flux Theory world. Barfi brings playful mischief and warmth; Bunny embodies curiosity and a spirit of exploration; Jordan brings intensity, expression and uninhibited passion; Ayan reflects romantic warmth and emotional depth; while Shiva represents instinctive confidence, grounded presence and quiet strength.
Reimagined beyond their original storylines, the characters are brought together to show how different moments can reveal different sides of the same person. Each is drawn to a Flux Theory shower gel that reflects the personality and energy he wants to embody.
The campaign film turns the brand’s central question “Who do you want to be today?” into a visual experience. It presents the shower as more than a functional routine: it is the point where one transforms from one version of themselves to another.
“Every character I have played has stayed with me in some way. Barfi, Bunny, Jordan, Ayan and Shiva are all different parts of me, and I think that is true for all of us. We are not one fixed personality. We change with the day, the mood and the moment, and that is the idea I wanted to build Flux Theory around. As a Founder, I wanted the brand to feel as alive and full of personality as that thought. That is why the film had to be larger than life, a little chaotic and full of energy; it reflects what it feels like to carry so many different sides of yourself. With Flux Theory, the shower becomes a moment to ask yourself: who do you want to be today?” said Ranbir Kapoor, Founder, Flux Theory.
A collection designed for every version of you
Flux Theory brings its personality-led proposition to a category traditionally shaped by functional benefits. Each of the brand’s five shower gels pairs a distinct identity and fragrance with targeted skin benefits, making the choice about both how the consumer wants to feel and what the skin needs.
The collection includes:
- Lover: A luminous, moisturising experience with gold leaf and argan oil, carrying a sensual santal fragrance
- Rebel: An exfoliating gel with a bold spicy leather fragrance and charcoal-infused formula
- Dreamer: A hydrating, foaming body wash with a mysterious bergamot fragrance
- Sport: A refreshing detan gel with a sporty mint fragrance
- Sage: A purifying, deep-cleansing gel with an earthy oud fragrance
Designed to be experienced as a collection, the range gives consumers the freedom to move between different personalities and choose the shower gel that feels right for the day.
“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. We wanted the products to offer that same sense of choice. Each shower gel has a clear purpose for the skin, but its fragrance and personality also speak to how you want to feel and which side of yourself you want to express. The film captures that freedom on screen; the collection brings it into an everyday ritual. That is the ambition Ranbir and I share for Flux Theory, to make the shower a more personal experience, one that can feel different every day,” said Advay Jhunjhunwala, Co-founder, Flux Theory.
The Flux Theory collection is available on Amazon, Flipkart, Myntra, Zepto, Tira and Instamart, as well as at www.fluxtheory.in.
With its launch film and first product collection, Flux Theory introduces a new way to look at the everyday shower: as a moment to pause, reset and step into a different version of yourself.
Who do you want to be today?
View the brand film here: https://www.youtube.com/watch?v=KCvt15cOAqg.
About Flux Theory
Flux Theory is a FMCG brand created by Ranbir Kapoor and Advay Jhunjhunwala to reimagine India’s shower category. Built on the belief that identity is constantly evolving and that every shower shapes a new you, the brand treats the shower as a moment of transformation rather than a functional routine.Its first collection introduces five shower gels: The Sage for deep cleansing, The Rebel for exfoliation, The Dreamer for hydration, The Sport for detan and The Lover for glow. Each has its own personality, fragrance and sensorial texture, supported by purposeful ingredients.. Flux Theory brings together form, feel, fragrance and function under one brand, inviting consumers to choose by both who they are and what their skin needs.
