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Protinex’s new campaign asks, ‘Could there be #SomethingMissing in your daily diet?’

The campaign conceptualised by Taproot India aims to create awareness about protein inadequacy in Indian diets and that home-cooked food might not be protein sufficient

BestMediaInfo Bureau | Mumbai | July 28, 2016

SomethingMissing-TVC Click on the Image to watch The TVC.

Protinex has launched its new integrated marketing campaign #SomethingMissing to create awareness about protein inadequacy in Indian diets.

The campaign conceptualised by Taproot India kicked off on July 20 with a teaser leg to pose a question to the Indian masses, ‘Could there be #SomethingMissing in your daily diet?’ This message has been sent across using multiple consumer touch-points like television, out-of-home, digital and experiential activations.

The television commercial starts with celebrating Indian cuisine and the value and taste of a home-cooked meal. However, the TVC then moves on to highlight the possibilities of protein inadequacy in people’s daily diets and its consequences like fatigue and weakness.

Breaking the myth related to home-cooked meals 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.”

He said #SomethingMissing is more than just a marketing campaign, it is a mission to sensitise people that even tasty home-cooked food might not be protein sufficient.

Pallavi Chakravarti Pallavi Chakravarti

“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 realise this and supplement their daily diets with Protinex,” said Pallavi Chakravarti, ECD, Taproot Dentsu.

The TVC:



Client: Danone Nutricia

Brand: Protinex

Agency: Taproot India

Executive Creative Director: Pallavi Chakravarty

Creative group head: Arun Ganesh

Head, Strategic planning: Ninad Umargekar

General Manager: Ayesha Ghosh

Production House: Little Red Car Films

Director: Suresh Triveni

Producer: Shonali Mani

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