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Danone India extends association with Taproot Dentsu from project-based to creative AoR

After a successful project-based alliance that started in 2015, Taproot will now be the creative agency on record (AoR) for the entire portfolio of Danone’s health food drink brand, Protinex.

Danone India has extended its relationship with Taproot Dentsu from being a project-based creative agency to appointing it as its creative agency on record (AoR) for the entire portfolio of its health food drink brand, Protinex.

Taproot Dentsu, which is part of the Dentsu Aegis Group, had already partnered with the brand on a project-based relationship to handle the entire brand portfolio for the past one year. A multi-agency pitch had preceded this alliance in the year 2015 when Taproot Dentsu had won the mandate. Given the fruitful collaboration last year over the core Protinex brand campaign (the launch of Protinex Grow), some tactical competitive work and expanding of the flavour portfolio, taking this partnership to the next level was a seamless, mutual decision.


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

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.”

Umesh Shrikhande

Umesh Shrikhande, CEO, Taproot Dentsu, said, “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.”

Ayesha Ghosh

Ayesha Ghosh, General Manager, Taproot Dentsu, Mumbai, said, “We are proud to partner with Danone India to help launch a portfolio of brands under Protinex for consumers across the spectrum – from toddlers to seniors. With the backing of science, Protinex offers the best quality of protein and, along with the marketing teams at Danone, it is up to us to find the most compelling ways in which we can make this product’s superiority relevant to our consumers.”

Pallavi Chakravarti

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, Mumbai, said, “When a brand decides to make the journey from ‘lab-coat speak’ to consumer speak, it's a challenging and exciting task. Working with our partners at Danone India, we hope to craft communication that will make Protinex more relevant than it has ever been. Two big brand campaigns and other tactical ones down already, we're looking forward to more.”


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