Kartik Aaryan roots for 'protein snacking' in Max Protein's new campaign

Max Protein has unveiled its new TVC campaign, ‘Protein Police’, featuring its brand ambassador, actor Kartik Aaryan.

The campaign aims at promoting protein snacking as a healthy lifestyle choice that doesn’t require compromising on taste or convenience. The ad film has been conceptualised and produced by Schbang Motion Pictures and directed by Rajat Mehtani.

The concept of "Protein Snacking Matlab No Cheating" emphasises on the fact that there's no need to cheat on health goals as Max Protein’s products are high in protein and also delicious and satisfying.

The use of the word ‘cheating’ implies that snacking options may not be as healthy and can be seen as indulgences, whereas protein snacks provide a better alternative.

The campaign targets a younger demographic, including millennials and Gen Z, to create a behavioural change in their snacking choices.

Vijay Uttarwar, CEO, Naturell India (Max Protein), said, "At Max Protein, we believe that snacking shouldn't be about compromising on taste or health. We strive to provide our consumers with the best of both worlds, and that's what sets us apart. With the launch of our Protein Police campaign, we aim to not only create a new category of snacking but also start a conversation about the importance of protein in our diets. Our partnership with Schbang, as our mainline agency, has been instrumental in bringing this vision to life. As we continue to innovate and disrupt the world of snacking, we remain committed to providing our consumers with delicious and nutritious options that they can enjoy guilt-free."

Manish Kinger, Executive Creative Director, Schbang Delhi, said, "The brief was simple, let’s disrupt the world of snacking while positioning Max Protein as a tasty and high-protein go-to snack. In this objective to start a new conversation, we saw an opportunity to create a whole new category of snacking, and ‘protein-snacking’ was born. To deliver the truth of ‘Protein-snacking Matlab no Cheating’, we created Protein Police. This behaviour change Police exists to convert snacking occasions into self-reflection occasions, nudging the audience to look for protein in their snacks and indulge in protein-snacking instead. This film is one of the many protein-snacking interventions that we will be introducing under the universe of Protein Police."

Ravinder Varma, Brand Manager, Naturell India (Max Protein), said, "At Max Protein, we are thrilled to introduce our latest campaign, Protein Police, with the Superstar Kartik Aaryan as our brand ambassador. With this campaign, we aim to bring awareness to the importance of protein snacking and position Max Protein as the daily high-protein snacking option with a clear communication message of ‘Protein Snacking Matlab no Cheating’. Through a mix of ATL and BTL channels, including digital, retail, social media, hoardings, PR, and events, we are confident that this campaign will make a strong impact on our target audience. Entire team has done an excellent job in bringing the campaign to life, and we are excited to see the results it will bring for our brand."

The campaign will be featured on various media channels, including digital platforms like YouTube and Instagram, as well as outdoor advertising such as hoardings.

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