Protinex dispels common myths around protein drinks in new campaign

Danone India had launched its latest TVC series for its nutritional supplement brand Protinex – #ProteinisForEveryone. Conceptualised by Circus Elephants, the 360-degree campaign aims to educate consumers about Protein relevance in one’s daily diet. The TVCs seek to dispel various common myths about consumption of protein drinks and create a strong base for including protein as a regular and basic means of nutritional supplement in the daily food intake in Indian homes. 

The latest campaign consists of three TVCs, wherein a ‘Protinex’ family showcases different benefits of consuming the supplement – be it for weight management, building muscles, especially the youngsters, as well as being the ultimate source of protein across age groups. 

Watch the ad films:

Protein for Weight Management

Protein for Family, Not just for Body Builders

Protein for Active Lifestyle

Commenting on the need for such a campaign, Himanshu Bakshi, Director - Marketing, Danone India, said, “As thought-leaders in protein, Protinex is on a mission to grow the category by making protein awareness top-of-mind with the campaign #ProteinisForEveryone among Indian families. A recent survey by IMRB on protein deficiency and awareness reflects the gaps that exist in the mind of the Indian consumers. Protein myths have become a self-created barrier to learn and adopt protein-rich health drinks. For example, the relevance of protein is perceived to be limited to body building or weight gain, which undermines its relevance for one and all. We all need protein across life stages.” 

Elaborating on the campaign, Durgesh Tanna, Writer & Creative Director, Circus  Elephants, said, “We were assigned a task to break a typecast belief, ‘Protein is for specific needs only’, and to break a popular belief is not easy, unless one is totally honest and true to the communication. With each film, we endeavour to bust a myth about protein consumption by presenting a fact to validate the idea that ‘Protein ki Zaroorat Sabko Hai’. This understanding steered us to the slice of life, happy moments, campaign ‘Protein ki Zarurat Sabko Hai’.”


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