The comedian and actor is the face of the brand introducing the country to plant-based meats.

The two-and-a-half-minute digital ad features actor-comedian Vir Das.

The campaign highlights the superlative features of the product through a quirky representation of what comfort truly looks and feels like, with the UItima Mattress.

The campaign features stand-up comediennes Prashasti Singh and Aishwarya Mohanraj talking about the product during a performance-like setup.

Conceptualised by Big Bad Wolf Entertainment, the series will feature names like Prateek Kuhad, Indian Ocean, Karsh Kale and Vir Das

Well, that's what Neeman's wants you to do. And to get you to do that, it has got comic Vir Das in its digital ad.

It all began when Das wondered 'what ingredients are in Chyawanprash?'