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Leo Burnett Orchard bags GNC India’s biz, unveils new campaign

With ‘Start Strong’ campaign, the brand wants to help consumers start their fitness journey on the right note

Guardian Healthcare, the health and wellness supplements retailers and the master franchisee for GNC products in the country, has awarded its creative duties to Leo Burnett Orchard. The business was won following a multi-agency pitch, and will be handled by Leo Burnett Orchard’s Mumbai office.

Leo Burnett Orchard will now create awareness and build brand salience by focusing on leading GNC Pro Performance 100% Whey Protein to the status of ‘flagship brand’.

The first campaign for the Pro Performance 100% Whey is especially designed for beginners in the world of fitness. An integrated marketing campaign ‘Start Strong’ has been unveiled to promote GNC’s 100% Whey Protein supplements.

Shadab Khan, CEO of GNC India, said, “The supplement market in India is still at a very nascent stage and people lack the knowledge about how the right supplement can fuel their performance. We believe that there is a need to educate people on how, along with discipline and hard work, consuming the right protein is extremely important to achieve their fitness goals. GNC Pro Performance 100% Whey Protein is the basic kick-starter protein that has been specially formulated for beginners, to maximise their fitness goals. We are confident that our new campaign with John Abraham, on GNC Pro Performance, will help inspire youngsters to take a holistic view of health and nutrition and thereby, choose the right supplements.”

Speaking about the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard, said, “A lot of people who work out have icons they look up to. The beginners, however, lack the right direction and the right mentorship. John Abraham is a fitness icon; his disciplined approach to building and maintaining his physique has always been an inspiration to many. We brought this very inspiration to life with John’s poster coming alive and him motivating his protégé’s workout with a balance of hard work, coupled with right supplements. Workouts are built on a strong mentor-protégé relationship, and that’s what we have reflected in the film. John as the mentor-in-chief coaches his protégé and shows him the real meaning of ‘Start Strong’.”

Manav Rai Ahuja, VP and Branch Head, Mumbai, Leo Burnett Orchard, said, “We are really excited to have GNC in our fold. They are the global leaders in nutraceuticals. Each GNC product is the result of an intensive scientific research process ensuring full effectiveness. Today, more and more people are conscious about their physicality. We, therefore, have a huge number of people joining gyms but an equal number of people dropping out. Through this campaign we want to speak to people who are in their early stages of fitness exploration. The ‘Start Strong’ proposition sharply focuses on the importance of choosing the right beginning that yields desired results and motivates people to continue their efforts. This is GNC’s first mass media campaign and we are ensuring that it becomes a huge success by using our unique Power of One capabilities.”

The film aims to establish GNC Pro Performance as the better protein supplement, specially designed for beginners to maximise their fitness goals. People new to fitness want to take charge of their life, feel better about themselves and look more physically aesthetic, but are mostly unaware of the right methods and supplements which will help them achieve their goals. With ‘Start Strong’, the brand wants to help consumers start their fitness journey on the absolute right note. Bollywood actor John Abraham is featured in the commercial.

GNC is a nutrition and wellness supplements brand globally, with over 80 years of expertise in the nutraceuticals industry. It is devoted to help its consumers improve the quality of their lives. Its product range includes protein, performance supplements, weight management supplements, vitamins, herbs and greens, and wellness supplements.

The TVC:


Client: GNC India

CEO, GNC India: Shadab Khan

VP, Marketing: Villoo Xerxes Daji

Brand manager: Rahul Goyal

Assistant Brand Manager: Rohit Sonakia

Creative Agency: Leo Burnett Orchard

 Executive Creative Director: Amod Dani

Creative Team: Amol Mestry, Sunil Gangras, Akaash Ampili, Ravi Borkar

Chief Operating Officer: Prashanth Challapalli

VP and Branch Head, Mumbai: Manav Rai Ahuja

Account Management Team: Liron Samson, Ashupreet Khullar, Harshita Jaswani

Strategy Team: Gursimran Singh, Gaurav Prakash Joshi

Production House: Prodigious India

Director: Uzer Khan

Executive Producer: Chahna Rupani

Producer: Bhavna Gupta, Shariq Valkar

Mediums used:  TV, cinema, digital


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