#DontMissOut campaign by Protinex builds awareness around poor muscle health in India

Protinex, from Danone India, the food and beverage company, has launched its new integrated campaign, #DontMissOut, to drive protein-led conversations with a 360-degree approach. The campaign focuses on the role of protein in improving muscle health so that we #DontMissOut on key moments with our loved ones.

Poor Muscle Health is a growing concern in India and it’s driven predominantly by protein deficiency and lifestyle choices. It continues to remain a major challenge in India, and the TVC aims to create awareness among consumers around protein and its role to maintain good muscle heath.

According a study by InBody and IPSOS, more than 70% people have poor muscle health and 68% of people have poor protein content. This alarming data creates an urgent need for conversations around protein and its importance in daily life as sedentary lifestyles and protein deficient diets significantly increase the rate of muscle loss, especially after 30s.

Deepali Agarwal, Director Marketing, Danone India, said, “In today’s fast-paced life with multiple responsibilities and sedentary lifestyle, health and nutrition often takes a back seat. Poor muscle health driven by protein deficiency in daily diets is a growing concern in India. At least six out 10 Indians suffers from poor muscle health and low protein scores. With Protinex #DontMissOut campaign, our endeavour is to create awareness about poor muscle health among Indian consumers and how small things like including Protinex in our daily diet can help improve the same so that we stay actively present for all key moments with our loved ones. So, #DontMissOut anymore.”   

The TVC has been conceptualised by Bullet On Wheels, a film agency. This heart-warming video showcases the emotional journey of Indian parents as they miss out to complete some key moments with their family due to poor muscle health. This eventually leads to a feeling of guilt and disappointment. The script exudes a warm and happy mood while depicting the daily realities of an Indian family.

The TVC:

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