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Protinex launches ‘Strength Hai Toh Simple Hai’ campaign
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Friday, 10 July, 2026, 12 : 00 PM [IST]
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Our Bureau, Bengaluru
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Protinex India has launched a new integrated campaign ‘Strength Hai Toh Simple Hai’, a celebration of everyday strength that speaks directly to the millennial Indian adult. The campaign is rooted in an insight that is simple, sharp, and deeply felt: from 30s onwards, the body quietly begins to lose muscle strength, and most of us don't get enough protein to keep up. The will to show up for work, for family, for life, never wavers. But when the body can't match it, even the simplest things begin to feel harder than they should.
The brand film brings this truth to life with warmth and gentle humour. The campaign is anchored in its core nutritional proposition: delivering 40% of the recommended daily protein intake per serving, + 25 Vital Nutrients for strong muscle health. A healthy adult requires 1.0 - 1.2g of protein per kg of body weight daily and it is designed to meaningfully bridge that gap as part of a balanced diet and healthy lifestyle.
It goes live across a fully integrated media ecosystem, reaching 53 million consumers pan-India. The brand film has been produced in Hindi, Bengali, Telugu, Marathi, Odia, Tamil, Kannada, and English, and will air across 39 television channels spanning GECs, regional GECs, and movie channels with approximately 182 spots airing every day. On digital, the campaign activates across YouTube, Meta, JioHotstar OTT, Connected TV, and Mediakart. The brand is also exploring innovative consumer engagement initiatives that extend the campaign's core thought into real-world experiences and will be announced soon.
Priyanka Verma, marketing director, Danone India, said, “Strength is often associated with extraordinary feats. But its most important role is far more personal. It's what closes the gap between what you want to do and what your body lets you do. Through 'Strength Hai Toh Simple Hai,' we wanted to speak about that quiet, everyday experience, the moment something simple feels heavier than it should. Because when your body matches your will, life doesn't just feel easier. It feels like you again."
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