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Tag: Protinex

  • As part of 'The Protinex Protein Abhiyaan'

    Danone India launches campaign for flagship brand Protinex

    By Our Staff

     

    Protinex – the flagship brand of Danone India, has launched its new campaign to educate consumers about the importance and the role of protein in day-to-day life. The campaign is a part of ‘The Protinex Protein Abhiyaan’, an endeavour to sensitize Indian adults across age groups on the integral role of protein in improving physical health.

     

    On the launch of the campaign, Sriram Padmanabhan, Marketing Director, Danone India said: “Being an Indian Parent is a full-time job. You cannot afford to take even a day off. With growing age and hectic schedule, maintaining adequate protein and nutrient intake becomes more and more critical. Through this campaign, we are trying to shed light on how inadequate protein intake can, not only have an impact on our life but also on our little ones.”

     

  • Raises awareness about the impact of a protein-deficient diet

    Danone India launches campaign for Protinex

    By Our Staff

     

    Protinex, the nutrition drink and flagship brand of Danone India, has launched its new campaign. The campaign is a part of ‘The Protinex Protein Abhiyaan’, an endeavour to sensitize Indian adults across age groups on the integral role of protein in improving physical health and hence overall well-being.

     

    On the launch of the campaign, Sriram Padmanabhan, Marketing Director, Danone India said: “Being an Indian Parent is a full-time job. You cannot afford to take even a day off. With growing age and hectic schedule, maintaining adequate protein and nutrient intake becomes more and more critical. Through this campaign, we are trying to shed light on how inadequate protein intake can, not only have an impact on our life but also on our little ones.”

     

  • Conceptualizes the anthem 'Tu hai Taaqat' for #ProteinPledge

    TheSmallBigIdea campaigns for Protinex

    By Our Staff

     

    Protinex, the nutrition supplement of Danone India, in collaboration with TheSmallBigIdea, a digital agency, has announced the launch of ‘The Protinex Protein Abhiyaan’ featuring an anthem titled ‘Tu hai Taaqat’. Ideated, produced, and executed by TheSmallBigIdea, #ProteinPledge is a reminder to adults to understand the importance of adequate protein consumption.

     

    Speaking about the campaign, Manish Solanki, COO, and co-founder, TheSmallBigIdea, said: “Danone’s ‘Protinex Protein Abhiyaan’ aims to impact the everyday lives of Indians, by creating awareness about the significance of protein in our diet. At TSBI, we are happy to be a part of this essential journey, having worked on the campaign’s promotional film. The idea was to convince a fairly unaware audience about the value-addition of protein in balanced nutrition, and lead them to engage in conversations around maintaining a healthy lifestyle. The impact was achieved through a motivating combination of inspiring verse and imagery. This film has given us the opportunity to not only work with a leading health-food company like Danone, but also be associated with the company’s protein programme. We look forward to being a part of their future health initiatives.”

     

     

  • Highlights the importance of strength in daily life

    Protinex launches new TVC

    By Our Staff

     

    Protinex, the flagship brand of Danone India, has launched a new commercial on television and digital platforms. The TVC is conceptualised by DDB Mudra.

     

    Said Sriram Padmanabhan, Marketing Director, Danone India: “Protinex is committed to create awareness about Protein. Indians often neglect Protein in their diets and the core reason behind this is lack of understanding around adequate protein intake and the pivotal role it plays in helping one lead an active and healthy life. Through this TVC, our intent is to build awareness around the fact that muscle loss can lead to lack of strength, if not addressed appropriately with adequate protein intake and physical activity.

     

    Added Pallavi Chakravarti, Creative Head-West, DDB Mudra: “As someone who was 30 a long time ago, it really shook me up to know about the muscle loss and weakness that starts to creep up on us post thirty years of age. Because it is not outwardly visible, we end up telling ourselves that we don’t feel the tiredness either. Time to acknowledge the need for protein and therefore, for Protinex in our daily lives. Through this TVC we want to bring alive the dilemma grappling Indian adults as they deal with decline in health of their muscles.”

     

  • To build awareness around the importance of strength among adults

    Protinex launches #OneLegChallenge

    By Our Staff

     

    Protinex the flagship brand of Danone India, has launched an integrated digital campaign #OneLegChallenge. The campaign urges Indian adults to test their strength by taking up the One-Leg challenge. The six-week-long campaign will include multiple national and regional influencers who will be taking up this challenge by creating a positive chain of influence with influencers asking others to take up the challenge and share their scores.

     

    Said Sriram Padmanabhan, Marketing Director, Danone India: “Not many Indians are aware of the pivotal role that muscle strength plays in leading a healthy life. Through the launch of #OneLegChallenge our intent is to provide an easy way for Indian adults to test their strength vs what is expected of their age. The video encourages viewers to try the test by visiting a dedicated page that has been created to help them take the challenge and understand the results. They can also check if their daily diets provide the required amount of nutrients and take the help of a nutritionist who will design a 30-day diet plan free of cost.”

  • DDB Mudra bagged the account following a multi-agency pitch

    DDB Mudra wins creative duties for Protinex

    By A Correspondent

     

    Protinex, the leading nutritional supplement brand from Danone, has awarded its creative duties to DDB Mudra, following a multi-agency pitch.

     

    Said Himanshu Bakshi, Managing Director, Danone India: “Protein awareness is an important part of our brand commitment since the understanding about Protein is very nascent in India. Effective communication is a vehicle through which we deliver our promise of inspiring healthier eating & drinking habits. DDB Mudra will help us translate this promise to action as we embark on an exciting journey to create impactful communication around Protein.”

     

    Added Anurag Tandon, Managing Partner, DDB Mudra West: “Adult nutrition is a category with growth potential. Working with a name like Protinex is a matter of pride for us, since they not only have a long-standing reputation in the market but also a vision to further the brand in multiple ways. Our fresh perspective in how to create consumer awareness about protein deficiency resonated well with Protinex’s goal to create relevance in this segment.”

     

     

  • An integrated campaign that focusses on the key moments in life that we often miss-out on due to poor muscle health

    Protinex launches #DontMissOut ad campaign

    By A Correspondent

     

    Protinex launched its new integrated campaign – #DontMissOut with the aim to drive protein-led conversations.

     

    Said Deepali Agarwal, Director Marketing, Danone India: “In today’s fast-paced life with multiple responsibilities and sedentary lifestyle, health and nutrition often takes a back-seat. Poor muscle health driven by protein deficiency in daily diets is a growing concern in India. Atleast six out of 10 Indians suffer from poor muscle health and low protein scores. With Protinex #DontMissOut campaign, our endeavour is to create awareness of poor Muscle Health among Indian consumers and how small things like including Protinex in our daily diet can help improve the same so that we stay actively present for all key moments with our loved ones. So, #DontMissOut anymore.”

     

     

  • To establish protein relevance for better muscle health among Indians

    #ProtinexForMuscleHealth: Protinex Launches New Campaign

    By A Correspondent

     

    Protinex, from Danone India has launched its new campaign #ProtinexForMuscleHealth. The TVC has been made by Circus Elephant Agency.

     

    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.”

     

     

  • Danone India is part of the global food-products multinational corporation Danone, headquartered in Paris

    Taproot Dentsu to handle creative duties for Protinex

    By A Correspondent

     

    Danone India has roped in Taproot Dentsu as its creative agency on record for the entire portfolio of its health food drink brand, Protinex.

     

    Commenting on the development, Himanshu Bakshi, Marketing Head – Danone India said: “Protinex has been built on 60 years of doctors’ recommended trust. Brand positioning and portfolio presents a huge opportunity to establish as an everyday family health brand with a clear differentiator on protein. Taproot Dentsu has been quite instrumental to bring alive this paradigm shift on the brand. The team, with its strong planning and creative minds, has already delivered multiple campaigns to help build protein relevance across cohorts through the lens of Protinex. We feel very confident to strengthen the Protinex-Taproot Dentsu partnership, especially when the brand and category is at the cusp of a new dimension of expansion, innovations and growth. We look forward to a stronger collaboration in the future.”

     

    Added Umesh Shrikhande, CEO – Taproot Dentsu: “Danone’s global mission to ‘Bring Health Through Food To As Many People As Possible’ allows us to address unmet needs for the greater good. In India, eclectic dietary patterns and cultural nuances provide a huge demand creation opportunity to food brands that offer serious nutrition. We are committed to creating persuasive conversations that build on Danone’s strong and scientific brand propositions.”

  • The campaign drives the message of ‘Protein inadequacy in our daily diet’ through Broadcast, Digital, Out of Home, Social Media and Experiential Activations

    Protinex makes a health plea with #SomethingMissing

    By A Correspondent

     

    Nutrition brand Protinex, has launched its new integrated marketing campaign #SomethingMissing. The campaign is aimed at creating awareness of protein inadequacy in Indian diets and busting the myth that ‘regular daily diet is enough for daily needs of protein.’

     

    The #SomethingMissing campaign kicked off on 20th July with a teaser leg to pose a question to the Indian masses ‘Could there be #SomethingMissing in your daily diet?’ This messaging has been carried out across multiple consumer touch-points like television, out of home, digital and experiential activations. #SomethingMissing surprised viewers with a unique media innovation, with multiple silent ad spots during super prime time on leading news channels last week. A dedicated website has been launched to build consumer engagement and share informative content. With a highly engaging activation idea ‘’Selfie with Dabba (Tiffin)”, this initiative has been able to amplify engagements across TV, digital, on-ground and radio in a truly integrated manner.

     

    The TVC celebrates the value and taste of a home cooked meal. However, it also highlights the possibilities of protein inadequacy in our daily diets and its consequences like fatigue and weakness. Protinex is positioned as the protein expert to partner daily diet for the entire family. The creative agency behind this campaign is Taproot India.

     

    Himanshu Bakshi, Marketing Director, Danone Nutricia said, “Majority of people assume that home cooked food meets all our daily nutrition requirements, which is a myth. Many researches have shown that the average Indian diet might lack in providing adequate protein, necessary to support healthy lifestyle and overall well-being. Through this campaign, Protinex is making an effort in building awareness about this important fact.”

     

    Pallavi Chakravarti, ECD, Taproot Dentsu said, “We Indians are foodies. Our associations with food are deep-rooted and diverse. But while we romanticise wholesome ghar ka khaana, we overlook the fact that our meals are often insufficient in key nutrients like protein. This campaign aims to get people to realize this and supplement their daily diets with Protinex.”