Danone, a global food company, has launched a series of television commercials stressing on #ProteinisForEveryone for its brand Protinex, the protein expert. With its high-decibel, 360-campaign, Protinex has been on the journey to educate consumers about protein relevance in daily diet. The campaign is aimed at busting myths around the consumption of protein and its supplements.
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.”
All the three TVCs tell that everyone needs protein (Protein ki zaroorat sabko hai). The ad films reiterate the fact that protein is not just for body builders, it plays a vital role in weight loss and active lifestyle.
“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,” said Durgesh Tanna, Writer and Creative Director, Circus Elephants.
Protinex is a 50-year-old brand and is scientifically formulated with the power of proteins that caters to the nutritional needs of adults and children. This protein-rich range has an array of delicious flavours like elaichi, tasty chocolate, vanilla and fruit mix that caters to Indian tastes. The portfolio also extends to include tailored nutrition products for diabetics and pregnant and lactating women.
Protein for weight management:
Protein for family, not just for body builders:
Protein for active lifestyle:
Agency: Circus Elephants
Writer and Creative Director: Durgesh Tanna
Business Director: Ritesh Shastri
Creative Producer: Mohnish Saraswat
Assistant Producer: Vijay Kadam
Client Servicing: Manish Bhalerao
Director: Rishabh Shrivastava