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Protinex from Danone India unveils Protinex For Muscle Health campaign
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Tuesday, 07 August, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Protinex, from Danone India, launched its new campaign, Protinex For Muscle Health, to establish the importance of protein for good muscle health among Indians. The brand, which is a leader in the health food category, aims to spread awareness about this finding and the role of protein in our everyday diet with its new television commercial (TVC).
A recent InBody study revealed that 71 per cent of Indians had poor muscle health and 68 per cent have low protein levels. A leading cause for this could be the inadequate intake of protein. The TVC, made by Circus Elephant Agency, was aired recently. The campaign messaging was brought alive in an absolute 360-degree avatar across media. Digital media will play a pivotal role to communicate the campaign message in a highly engaging manner.
The campaign focuses on the importance of protein in maintaining better muscle health. Protein is the most misunderstood nutrient with a lot of fallacies around it, such as it is only for bodybuilders, or the belief that our daily diets have sufficient protein, and some people believe that protein supplements are only for specific medical conditions. To compound the situation, not many people are aware about their daily protein requirement.
Commenting on the campaign launch, Himanshu Bakshi, director, marketing, Danone India, said, “We are elated to reveal our new TVC, which reiterates the importance of protein in muscle health. We truly believe that muscle health is a big health agenda that Indians need to focus on. This is where our latest campaign comes in. With a mission to bring health through food, our TVC aims to make Indians more aware about their muscle health by maintaining their daily protein intake.”
InBody, a global leader in body composition analysis with world-class technological advancements, approved by the Food and Drug Administration FDA, conducted the study with IPSOS, across eight cities (Delhi, Mumbai, Kolkata, Chennai, Ahmedabad, Lucknow, Patna and Hyderabad). Covering 1,243 people, the respondents were a mix of working and non-working individuals between the ages of 30 and 55. As per the study, 71 per cent of Indians suffered from poor muscle health and needed urgent muscle-mass gain.
Protinex is a trusted brand with a history of over 60 years. It is one of India’s most prescribed nutritional supplement that is scientifically formulated with the power of hydrolysed protein that caters to the nutritional needs of adults and children. It comes in different flavours, like elaichi, tasty chocolate, vanilla and original. There is a special variant for diabetics and one for pregnant women (named Mama Protinex).
Danone is a leading global food company built on four business lines: essential dairy and plant-based products; early life nutrition, waters and medical nutrition. With products being present in over 120 markets, Danone generated sales of approximately €24.7 billion in 2017. In India, Danone started its nutrition business in 2012 through the acquisition of the nutrition portfolio from Wockhardt Group. Danone’s life nutrition business embodies a holistic nutrition approach offering a full range of products for pregnant mothers, infants, young children as well as adults, under recognised brands like Aptamil, Neocate, Farex, Protinex, Dexolac and Nusobee.
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