#ProtinexForMuscleHealth: Protinex Launches New Campaign
Protinex, from Danone India, launched its new campaign #ProtinexForMuscleHealth to establish the importance of protein for good muscle health among Indians. A recent InBody study reveals that 71% of Indians have Poor Muscle Health, 68% have low Protein levels. A leading cause for this could be inadequate intake of protein. Protinex, a leader in the health food category, aims to spread awareness about this finding and the role of protein in everyday diet with its new TV campaign.
The TVC, made by Circus Elephant Agency, will be aired on 1st August 2018. The campaign messaging will be brought alive in an absolute 360 avatar across mediums. Digital media will play a pivotal role to communicate the campaign message in a highly engaging manner.
The campaign will focus on the importance of protein in maintaining better muscle health. Protein is the most misunderstood nutrient with a lot of fallacies around it like it’s 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 of their daily Protein requirement.
Commenting on the campaign launch Mr. Himanshu Bakshi, Director- Marketing, Danone India, “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 of their muscle health by maintaining their daily Protein intake”
About the study – InBody, a global leader in body composition analysis with world class technological advancements. approved by FDA, conducted the study with IPSOS , a leading global market and opinion research firm across 8 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 age of 30-55 years. As per the study, 71% of Indians suffer from poor muscle health and need urgent muscle-mass gain.