ITV

Tag: Danone India

  • Bipasha, Sania and Ravi Kishan front Protinex’s new campaign

    Bipasha, Sania and Ravi Kishan front Protinex’s new campaign

    MUMBAI: In a fresh digital blitz, Danone India’s nutrition heavyweight Protinex has enlisted a trio of household names — Bipasha Basu, Sania Mirza, and Ravi Kishan, to spotlight one of India’s quietest health crises: the daily protein gap.

    With over 70 per cent of Indian adults failing to meet their protein needs and 90 per cent unaware of it, Protinex’s latest campaign cuts through the noise with slice-of-life moments that hit close to home. From Bipasha balancing shoots and wellness, to Sania navigating motherhood with self-care, and Ravi Kishan sounding the alarm on counterfeit nutrition, each narrative champions authentic, informed choices in a world buzzing with quick fixes.

    Wrapped in relatable storytelling and by the brand’s 65-year-old legacy, the campaign nudges Indians to stop sleepwalking through their diets and start reading the fine print, especially when it comes to protein.

    More than just a star-powered health plug, the campaign aligns with Danone’s global mission to democratise health through food. With a sharp focus on authenticity, accessibility, and awareness, Protinex is doubling down on its promise to make protein-packed living an everyday, no-fuss habit across Indian households.

    Because when it comes to health, shortcuts don’t cut it and protein isn’t optional, it’s essential.

  • Protinex Diabetes Care & Apollo 24|7 partner to support diabetes management in India

    Protinex Diabetes Care & Apollo 24|7 partner to support diabetes management in India

    Mumbai: Protinex Diabetes Care has partnered with Apollo Health Co (Apollo 24|7) to raise awareness about diabetes management and early testing. To mark World Diabetes Day, consumers who purchase a Protinex Diabetes Care pack will receive a complimentary HbA1c test, which measures long-term glucose levels. The test can be scheduled via home collection through Apollo 24|7, and the offer is valid until 30 November.

    This initiative promotes the importance of regular blood glucose testing and proactive health measures, aiming to make blood sugar monitoring convenient and affordable. India has one of the highest diabetes rates globally, with over 101 million people affected, according to the ICMR INDIAB study. Proper management, regular testing, and lifestyle changes are key to improving care.

    Protinex Diabetes Care supports blood sugar control with a scientifically designed formula, including 11 immuno-nutrients and high fiber content for cholesterol reduction. This partnership emphasizes the need for early diagnosis and effective diabetes management.

    Danone India marketing director Sriram Padmanabhan said, “The right nutrition is crucial in the battle against diabetes. It’s not just about managing blood sugar levels but also about early diagnosis and management. This World Diabetes Day, we are proud to collaborate with Apollo Health Co (Apollo 24|7) to empower individuals in their diabetes management journey. By offering a complimentary HbA1c test, we hope to remove some of the barriers that prevent individuals from regularly monitoring their health. Through this synergy, we are dedicated to raising awareness about the benefits of protein and fiber in managing diabetes and make a meaningful impact on diabetes care in India.”

    Apollo Health Co (Apollo 24|7) VP – category Madhava Krishna said, “Our partnership with Protinex Diabetes Care aligns perfectly with this vision by making essential diabetes testing widely available. Protein and fibre play crucial roles in diabetes management, helping regulate blood sugar and maintain sustained energy. By incorporating these nutrients in diet alongside regular health checks, we aim to support individuals in taking meaningful steps toward managing their health. Together, we hope to create greater awareness and make diabetes care more accessible for all.”

    Protinex Diabetes Care will have increased visibility in Apollo retail stores and online platforms to raise awareness about early diabetes diagnosis and management. A dedicated toll number by Apollo will also be available for inquiries, providing easy access to test information and health services.

    Aligned with Danone’s mission to promote health through food, Protinex Diabetes Care supports optimal nutrition for people with diabetes. It plays a key role in improving health and well-being when combined with a balanced diet and healthy lifestyle.

  • Protinex launches ‘Protinex Hai Toh Mumkin Hai’ campaign

    Protinex launches ‘Protinex Hai Toh Mumkin Hai’ campaign

    Mumbai: Protinex, the flagship brand of Danone India has unveiled its latest ad campaign, ‘Protinex Hai Toh Mumkin Hai’ which emphasizes the transformative power of Protinex in helping individuals achieve their aspirations and lead healthier lives. This campaign reinforces the brand’s mission to raise awareness about adequate protein consumption and encourage healthier choices for overall well-being.

    The new ad campaign highlights the role Protinex plays in supporting people from various backgrounds on their path to success and health. It features scenarios where individuals excel both academically and personally, such as a couple managing professional and home responsibilities. The campaign emphasizes the brand’s commitment to enhancing individual strength and meaningful relationships.

    It also notes that Protinex contains 34 per cent protein, Biotin, and other essential nutrients that support physical and mental health, and improve strength after eight weeks of consistent use, alongside a healthy diet and lifestyle.

    Speaking about the TVC campaign, Danone India marketing director Sriram Padmanabhan said, “We are thrilled to launch this new TVC for Protinex, which beautifully captures the essence of our brand and its impact on everyday lives. Protinex has been a cornerstone of nutritional support in Indian households for over six decades, and with this campaign, we hope to inspire more people to achieve their goals and embrace a healthy lifestyle.”

    Aligned with Danone’s mission to promote health through food, Protinex is dedicated to providing optimal nourishment, making it a preferred choice for comprehensive nutrition and strength. It supports the health and well-being of individuals across India when combined with a balanced diet and healthy lifestyle.

  • Protinex takes strides towards increasing protein consumption in India

    Protinex takes strides towards increasing protein consumption in India

    Mumbai: In a significant move towards promoting protein consumption and improving health and nutrition, Protinex, the flagship brand of Danone India is extending the pledge to create social impact for consumers. For every 1,000 pledges, the brand is donating Protinex packs to ASHA workers. The initiative is launched in collaboration with Doctors For You Foundation to empower our caretakers so that they can become effective advocates for patients.

    Our body require protein daily, and as per ICMR recommended dietary allowance (RDA) 0.83g of protein per kg body weight needs to be consumed everyday  to function optimally and strengthen our muscles, along with exercise and balanced diet. Protein is essential for providing energy, combating fatigue, and enhancing muscle strength, facilitating our daily physical activities. Despite the importance of protein, studies indicate that a staggering 70 per cent of Indian consumers do not consume enough protein in their diets. Therefore, it’s vital to understand that insufficient protein intake can harm our overall well-being.

    By providing these community workers with Protinex, Danone India is not only supporting the health and nutrition of ASHA workers but also enabling them to become advocates in raising awareness about the importance of protein consumption in everyday life.  As trusted and respected members of their communities, ASHA workers possess a unique ability to reach and engage with individuals who may otherwise have limited access to healthcare services.

    Speaking about this initiative Danone India marketing director Sriram Padmanabhan said, “People easily tend to overlook the significance of muscle health and protein intake in their lives. As we age, our bodies undergo subtle transformations, emphasizing the need to acknowledge these changes and take appropriate action. At Danone India, we believe that everyone deserves access to nutritious food and essential healthcare. Through this initiative, we are proud to support ASHA workers, who play a vital role in delivering healthcare services to underserved communities. By providing them with Protinex, we hope to enhance their nutritional intake and contribute to their overall health and well-being.”

    This initiative is a part of the Protinex Protein Abhiyaan, a nationwide awareness initiative to address the pressing issue of inadequate protein intake in India. Its second season was a success as it leveraged the combined strengths of Danone India’s protein expertise and our partners, by breaking myths around protein to creating on- ground events to spread awareness till the last mile and culminating the effort to support the community.  Aligned with the broader Danone mission, to provide health through food to as many people as possible, Protinex remains dedicated to supporting optimal nourishment, making it the ideal choice for those seeking comprehensive nutrition and strength, contributing to the health and well-being of individuals across India.

  • Danone India appoints Shashi Ranjan as MD

    Danone India appoints Shashi Ranjan as MD

    Mumbai: Danone, a global leader in the food and beverage industry, announced the appointment of Shashi Ranjan as the managing director for Danone India, effective 10 May 2024. With an extensive background in the consumer goods industry and a proven track record of leadership, Ranjan brings valuable expertise to further drive Danone’s growth and innovation in the dynamic Indian market.

    In his new role, Ranjan will spearhead Danone’s strategic initiatives in India, focusing on expanding the company’s presence, strengthening partnerships, and fostering sustainable growth. Leveraging his deep understanding of consumer preferences and market dynamics, he is committed to steering Danone India towards its global vision of delivering health through food to the people of India.

    Ranjan brings over two decades of experience in corporate leadership, strategic management, and organizational transformation. His robust leadership skills, strategic acumen, and passion for fostering positive change make him an exemplary fit to spearhead Danone’s operations in India.

    Commenting on the appointment, Danone president of AMEA Christian Stammkoetter stated, “We are thrilled to welcome Shashi Ranjan to lead our business in India. His extensive experience and proven track record in the consumer goods industry makes him the perfect candidate to propel Danone’s growth and innovation agenda in this important market. We are confident that under his leadership, Danone India will continue to flourish and positively impact the lives of millions of consumers across the country.”

    Before joining Danone India, Ranjan served as president & country head of Sebamed in India, leading the brand’s growth and market expansion. Previously, he held key roles at Johnson & Johnson, McKinsey & Company, and IBM Consulting, driving market entry strategies and business transformations. Prior to this, he served the Indian Government in General administration and strategy roles across different parts of India

    Ranjan’s leadership ethos fosters innovation and continuous improvement, cultivating an environment where every day presents an opportunity to learn and inspire. His appointment marks a promising new chapter in Danone India’s journey towards growth and innovation.

  • Danone India launches digital campaign on children’s nutrient absorption

    Danone India launches digital campaign on children’s nutrient absorption

    Mumbai: Furthering the nationwide launch of AptaGrow, Danone India has taken a significant leap in strengthening its toddler nutrition range by launching a digital campaign. The campaign is aimed at creating awareness around better absorption of vital nutrients in children aged three to six years, essential to support growth, brain development and immunity.

    Mothers are increasingly prioritising their children’s well-being and strive to provide them with a balanced diet since they want the best for their children. According to credible health associations, about 40 per cent of kids under 5 don’t reach their full growth and development potential.  Therefore, ensuring effective nutrient absorption is equally important. AptaGrow, which is formulated with prebiotics and other nutrients, plays an essential role in nutrient absorption. In line with this, the two digital films/ DVCs have been thoughtfully curated to focus on the significance of prebiotics in improving nutrient absorption. It emphasizes AptaGrow which is formulated with 37 nutrients including a unique blend of prebiotics that enhances the absorption of essential nutrients, thereby supporting the holistic development of a child, beyond just physical attributes. The campaign will be prominently featured on our owned social media assets.

    Speaking about the campaign, Danone India marketing director Sriram Padmanabhan said, “With evolving lifestyle preferences, we recognize the challenges that hinder children’s growth and development. We firmly believe that growth encompasses not only physical aspects but what also should be kept in consideration is their emotional and cognitive well-being.  Based on an independent survey, 69 per cent of mothers felt their children were not growing as per their expectation and 73 per cent believed that poor absorption of nutrients results in poor growth. Therefore, following the successful launch of AptaGrow, we have initiated a digital campaign to raise awareness and prioritize the role of prebiotics and other nutrients in facilitating nutrient absorption during a child’s developmental journey.”

    Additionally, focused on addressing the concerns of the parents regarding their children’s overall growth and development, AptaGrow has also introduced a first-of-its-kind tool – Growth Chakra, to help mothers measure and understand her child’s holistic growth needs. This screening tool helps mothers understand their child’s holistic growth and development aspects like height, weight, immunity, and overall well-being. The tool indicates areas where a child requires improvement, while the diet plan offered via WhatsApp bot assists in addressing these needs. The tool is verified by doctors and reviewed by 100 moms.

    AptaGrow stands as a testament to Danone’s commitment towards raising awareness about the importance of providing adequate nutrition, particularly during a child’s foundation years.

  • “Sustainability is anticipated to become a non-negotiable factor in consumer choices”: Danone India’s Sriram Padmanabhan

    “Sustainability is anticipated to become a non-negotiable factor in consumer choices”: Danone India’s Sriram Padmanabhan

    Mumbai: In a world where health-conscious choices are gaining prominence, the need for better nutrition in our day-to-day lives plays a pivotal role in shaping our well-being. At the forefront of this global paradigm is Danone, a renowned food and nutrition company committed to pioneering solutions for a healthier lifestyle.

    Danone India, a prominent player in the food and nutrition domain, reflects the global ethos of its parent company, boasting a sales turnover exceeding 23 billion Euros and a workforce spanning across 57 countries. With a robust portfolio catering to adult nutrition, healthy aging, and child-toddler nutrition, Danone India embodies a fusion of global expertise and local nutritional aspirations.

    Indiantelevision.com caught up with Danone India marketing director Sriram Padmanabhan to discuss the brand’s entry and sustainability efoorts in India, the impact of nutritional drinks on children’s diets, and much more…

    Edited Excerpts:

    On Danone’s launch in India, and the brand setting itself apart in the competitive market

    Danone entered India in 2012. Driven by its mission to bring health to as many people as possible, Danone serves across life stages addressing significant health challenges with its power brands in Dexolac, Protinex, Farex and introduced its global brands Aptamil in 2017. We are committed to innovation, tailoring products to meet the unique nutritional needs and cultural preferences of each region worldwide.

    On Danone’s plan to demonstrate measurable impacts and transparency in its sustainability efforts in India, aligning with the ‘One Planet. One Health’ agenda?

    In line with the Danone Renew strategy, the company has redefined its sustainability journey, focusing on three pillars: health, nature, and people & communities. With a commitment to maximising impact, Danone’s priorities include delivering tastier and healthier food, promoting better choices, and investing in nutrition science. The overarching goal is to bring health through food, preserve nature, and enhance societal well-being. To achieve this, we implement robust monitoring and evaluation systems that track key sustainability metrics across our operations. We prioritise initiatives that not only mitigate environmental impact but also promote societal well-being, such as reducing carbon emissions, conserving water resources, and fostering community engagement.

    On research and development influencing Danone’s approach to product development and innovation in India

    The increased focus on research and development has allowed us to address the unique needs and preferences of Indian consumers. Through R&D, we have introduced products tailored to local tastes while upholding Danone’s global standards of quality and nutrition. We conduct India-specific research and development to ensure our product is tailored to local nutritional requirements. This enables us to continuously enhance and localize our product offerings and contribute meaningfully to the well-being of Indian consumers and the planet.

    On the unique features or benefits that AptaGrow offers to children aged three to six years

    AptaGrow is a scientifically designed health drink that addresses the nutrition requirement of children in the age group of three to six years. With 37 nutrients that contains a unique blend of prebiotics which help in better absorption of vital nutrients essential to support growth, brain development and immunity. It has 100 per cent milk protein and calcium to support height gain, Vitamin A, C, D to support immune health and DHA, iron, folic acid & iodine to support brain development, while the unique blend of prebiotics supports absorption of the essential nutrients. This low-fat, chocolate/vanilla-flavored drink serves as an ideal choice for promoting healthy growth and overall development in children. We have also introduced a first-of-its-kind tool – Aptagrow Growth Chakra, to help mothers measure and understand her child’s holistic growth needs. This tool not only measures the child’s height, weight but also immunity, brain development and overall well-being.

    On Danone’s response to skepticism regarding the need for specialised products like AptaGrow versus promoting whole foods for children’s nutrition, considering the ongoing debate on the influence of nutritional drinks on children’s diets

    While nutritional drinks aren’t substitutes, they serve as valuable additions to children’s diets, fostering overall health and wellness. While we recognise the importance of a well-balanced meal, we also understand that consistently meeting the nutritional needs of your child sometimes might be a challenge.

    Therefore, we launched AptaGrow a scientifically designed milk drink that addresses the nutrition requirement of children in the age group of three to six years. With 37 nutrients it contains a unique blend of prebiotics which help in better absorption of vital nutrients crucial to support growth, brain development and immunity. It has 100 per cent milk protein and calcium to support height gain, Vitamin A, C, D to support immune health and DHA, iron, folic acid & iodine to support brain development, while the unique blend of prebiotics supports absorption of the essential nutrients.

    On the recent revamp of Protinex positioning Danone to maintain its market leadership in India’s adult nutrition sector and on digital strategies complementing this rebranding initiative to enhance customer satisfaction

    Since its inception in 1957, Protinex has been a prominent player in the field of adult nutrition in India. Over the past 65 years, Protinex has earned a strong reputation as a trusted and reliable brand, consistently delivering optimal nutrition to its consumers. Notably, Protinex has emerged as the leading brand in the adult nutrition segment. The recent brand revamp has been envisaged to further strengthen the brand relevance and build affinity across age segments while maintaining brand premium-ness with differentiated health benefits, greater quality, and taste across variants.

    Recognising the immense reach and influence of digital platforms, we aim to harness its potential to connect with our target audience effectively. By incorporating social media into our media mix, we engage consumers, share informative content, and foster meaningful conversations around health and nutrition, thereby amplifying the impact and strengthening our brand relevance.

    On the trends in consumer behavior that you foresee in 2024, particularly in relation to health consciousness and nutrition preferences

    In 2024, consumer behaviour is poised to reflect a heightened emphasis on holistic well-being, encompassing not only nutritional considerations but also mental and emotional health. The trend of viewing food as a holistic solution for overall wellness is expected to persist, with consumers seeking products that not only address nutritional needs but overall development. Moreover, the integration of technology into personalised nutrition plans is expected to become more mainstream, empowering consumers to tailor their dietary choices based on individual health conditions, preferences, and lifestyle.

    Sustainability is anticipated to become a non-negotiable factor in consumer choices, with a growing preference for products from brands that emphasize sustainable practices, eco-friendly packaging, and transparent supply chains. By staying attuned to these evolving consumer trends, brands and manufacturers can strategically position themselves to meet the changing demands of health-conscious consumers.

    On your vision and mission for the next three years

    At Danone, our global mission is “bringing health through food to as many people as possible.” We are committed to continually innovating and providing products and services that align with the nutritional requirements and expectations of consumers throughout their life stages. Our focus is on addressing local nutritional needs and promoting healthier eating habits among Indian consumers. Sustainability is at the core of our operations; we strive to reduce environmental impact while fostering inclusive growth across our supply chain. We are dedicated to making a positive impact on the health and well-being of Indian communities while upholding the highest standards of sustainability and social responsibility.

  • Protinex, launched ad campaign titled “Protinex, Strength Apne Liye, Apno Ke Liye.”

    Protinex, launched ad campaign titled “Protinex, Strength Apne Liye, Apno Ke Liye.”

    Mumbai: Protinex, the brand of Danone India, has launched its new ad campaign titled “Protinex, Strength Apne Liye, Apno Ke Liye.” The campaign aims to highlight the pivotal role of daily strength in fulfilling one’s responsibilities. The TVC focuses on the idea that strength goes beyond individual well-being, encompassing the emotional and physical health of our families. The campaign is in continuation of the relaunch of Protinex, reaffirming the brand’s mission to spread awareness and encourage people across India to make healthier choices, focusing on overall well-being.

    In the heart of the campaign is the narrative of a couple, featuring actor Namita Dubey and Nandish Singh Sandhu renovating their home to welcome the girl’s parents to live with them. The husband’s enthusiasm and active involvement in the process break away from conventional roles, symbolising a partnership built on equality and shared responsibilities. A heart-warming moment unfolds as the husband presents his wife with a thoughtful gift – a nameplate that reads ‘Maa, Papa, Priya, Rohan’, signifying the inclusion of the wife’s parents in their residence. As both partners consume Protinex, the tagline “Protinex, Strength Apne Liye, Apno Ke Liye” resonates, encapsulating the brand’s dedication to supporting not just individual strength but also the strength derived from meaningful relationships. .Protinex is scientifically designed and enriched with protein, calcium and other essential nutrients to help improve strength in 8 weeks.

    Speaking about the TVC, Danone India marketing director Sriram Padmanabhan, said, “In a world that is constantly evolving, our brand evolves to meet the changing needs and aspirations of our consumers. With this campaign, we are not just promoting a product; we are championing a mind-set that strength is holistic, encompassing physical, emotional, and relational well-being. Protinex aims to inspire individuals to not only enhance their personal strength but also contribute to the strength of their loved ones. The campaign reaffirms our commitment to promoting health and well-being in every aspect of life.”

    Aligned with the broader Danone mission, to provide health through food to as many people as possible, Protinex remains dedicated to providing optimal nourishment, making it the ideal choice for those seeking comprehensive nutrition and strength, contributing to the health and well-being of individuals across India.

    The campaign will be prominently featured on television channels and various digital platforms, including Protinex’s YouTube channel and social assets.

  • Danone India Announces the launch of AptaGrow

    Danone India Announces the launch of AptaGrow

    Mumbai : Danone India, with its mission ‘to bring health through food to as many people as possible, has taken a significant leap in strengthening its toddler nutrition range with the national launch of AptaGrow. AptaGrow addresses the nutrition requirement of children in the age group of 3-6 years with 37 nutrients that contains a unique blend of prebiotics which help in better absorption of vital nutrients essential to support growth, brain development and immunity.

    AptaGrow has 100 per cent Milk Protein and Calcium to support height gain, Vitamin A, C, D to support immune health and DHA, Iron, Folic Acid & Iodine to support brain development, while the unique blend of prebiotics supports absorption of the essential nutrients. This low-fat, chocolate/vanilla flavoured drink serves as an ideal choice for promoting healthy growth and overall development in children.

    AptaGrow stands as a testament to Danone’s commitment towards raising awareness about the importance of providing adequate nutrition, particularly during a child’s foundation years.

    Danone India marketing director Sriram Padmanabhan said, “At Danone, we believe in bringing health through food to as many people as possible. It is important to have the right foundation in the early years of a child’s growth. While all mothers yearn to give the best nutrition for their children, it is important for the nutrition to be well absorbed. Based on an independent survey, 69 per cent of mothers felt their children were not growing as per their expectation and 73 per cent believed that poor absorption of nutrients results in poor growth. Keeping this in mind, we are launching AptaGrow which is scientifically designed. It provides 37 vital nutrients that have a unique blend of prebiotics which help in nutrient absorption and support child’s growth needs.”

    The brand has also introduced a first of its kind tool – Aptagrow Growth Chakra, to help mothers measure and understand her child’s holistic growth needs. This tool not only measures the child’s height, weight but also immunity, brain development and overall well-being. Mothers will be provided with a FREE personalized diet plan to address specific growth needs.

    Danone invites parents, caregivers, and partners to join its mission in fostering a healthier India. With its holistic approach towards providing adequate nutrition requirements, the company aspires to be accessible to every child across the country, ensuring no child is left behind in receiving essential nutrition during their formative years. 

  • Nourish your mind and body: Unlocking wellness through informed nutrition choices: Danon India’s Sriram Padmanabhan

    Nourish your mind and body: Unlocking wellness through informed nutrition choices: Danon India’s Sriram Padmanabhan

    Mumbai: Protinex, India’s leading nutrition brand, has announced the launch of Protinex Protein Abhiyaan 2023 – a nationwide awareness initiative to address the pressing issue of inadequate protein intake in India. Since 2017, Protinex has been at the forefront of driving a nationwide movement to raise awareness and transform behaviour about protein consumption in India. With Protinex Protein Abhiyaan, the brand is poised to make an even greater impact, furthering its commitment to empowering individuals and fostering a healthier India. In 2022, Protinex Protein Abhiyaan achieved a remarkable milestone reaching 20 million people with 150 thousand pledges.

    Protinex is a brand of Danone India, a global food and nutrition company operating in over 120 countries. With a current market share of around 27 per cent (according to Nielsen Report, April ’23) in the adult nutrition category, Protinex has established itself as the category leader. Protinex Protein Abhiyaan aligns with Danone’s ‘One Planet. One Health’s framework and the company’s mission of promoting health through food for as many people as possible.

    Sriram Padmanabhan is an experienced consumer goods professional with a demonstrated history of working in the F&B and consumer health industry. Skilled in brand development, brand building, and innovation management with P&L delivery.

    Indiantelevision.com in conversation with Danone India marketing director Sriram Padmanabhan on the campaign, the rebranding and much more.

    Edited excerpts:

    On the rebranding of Protinex

    For the past 65 years, Protinex is trusted by millions of Indians that provide them with the required nutrition for better health. The evolving landscape of health attitudes in India reflects a proactive shift, with more individuals embracing healthy behaviours as part of their lifestyle, rather than just reacting to health concerns. Our aim is to leverage the strong foundation of trust we have established over the years and reintroduce Protinex in a manner that deeply connects with today’s consumers helping them to adopt healthier lifestyles.

    The new and improved Protinex range boasts an array of delicious flavours and products that cater to different nutrition needs of consumers. Protinex Rich Chocolate to the smooth and creamy Protinex Creamy Vanilla, there’s something for every palate. And if you prefer a classic taste, there’s always the timeless Protinex Original. This expansion ensures that individuals have a variety of options to choose from, allowing them to select products that align with their specific health goals and preferences.

    On the Protinex Protein Abhiyaan campaign is aimed at educating and empowering people on protein-rich diets. What is the reasoning behind this initiative, elaborate on its initiatives.

    According to a study by the National Institute of Nutrition study, 70 per cent of Indian adults lack adequate protein. Addressing this concern, Danone India launched Protinex Protein Abhiyaan which began in 2022. Our mission is to break prevalent myths and stereotypes about protein and its vital role in our bodies. Across various mediums, we have been conducting awareness campaigns to educate the masses about this through the Protinex Protein Abhiyaan.

    In line with our commitment to bring health through food to as many people as possible, this year’s campaign seeks to touch the lives of a wider and more diverse audience, extending beyond metropolitan areas to non-metro regions. Empowering individuals with knowledge about their nutrition needs, we endeavour to encourage informed decision-making for a healthier and more fulfilling life. By reaching both urban and rural communities, the Protinex Protein Abhiyaan aspires to foster positive changes in people’s lives, ensuring a brighter and healthier future for all.

    On how was the earlier edition received by the people?

    Launched in 2022 by Danone India’s Protinex brand, the Protinex Protein Abhiyaan campaign addressed the issue of low protein intake among adults in India. Its goal was to promote protein’s dietary significance and encourage its consumption. We learnt that protein deficiency is a serious health concern, as it can lead to a number of health problems. The campaign was received very positively by the people. In 2022, the Protein Abhiyaan achieved a noteworthy milestone by reaching out to 20 million individuals and receiving 130,000 pledges. The campaign resonated well, fostering awareness about protein’s role in one’s well-being. This initiative solidified Protinex as an authority on protein and showcased its dedication to supporting individuals in their health journeys.

    On the populace becoming more conscious about health post the pandemic, when it comes to nutrition what are the new trends? Also, on the lifestyle choices being made today?

    The pandemic has made consumers more self-conscious and aware of their food and lifestyle habits. Whole foods like fruits, vegetables, and whole grains have gained popularity as they offer abundant nutrients and fibre while being calorie-friendly. Personalized nutrition is on the rise. Exercise has gained importance for overall health, prompting people to engage in regular physical activity. To combat stress, relaxation techniques like yoga and meditation, or spending time in nature, are adopted. Acknowledging the importance of sufficient sleep, adults aim for 7-8 hours per night for better well-being. Consumers have now started to slowly recognize the need for a regularized nutrition intake in order to approach holistic living.

    On the marketing strategy for this campaign?

    Protinex launched an all-encompassing consumer engagement initiative to raise awareness about the significance of protein in daily diets, complementing its existing engagement with healthcare professionals. The multifaceted campaign includes a compelling film aimed at creating awareness about the impact of low protein intake among Indian adults who often neglect their health amidst their busy lives. Through this comprehensive multimedia effort, the goal is to foster better understanding, and encourage, and expedite the adoption of sufficient protein intake among Indian adults.

    To empower the public further, Protinex introduced the Nutri Calculator, an easy-to-use tool enabling individuals to monitor their diets, optimize protein and key micronutrient consumption, and gauge the adequacy of essential nutrients for improved strength and immunity. Developed in collaboration with leading nutrition experts, the Nutri Calculator aims to sensitize Indian adults to their daily protein requirements, recognizing the significance of a healthier workforce in driving India’s global prowess.

    The campaign has on-ground activities in New Delhi and Mumbai, facilitating direct consumer engagement. Informative videos featuring nutrition experts will be launched, sharing valuable insights and tips on seamlessly integrating protein into daily diets. Moreover, Protinex will extend its support to ASHA workers by distributing Protinex kits for every 1000 pledges collected.

    To ensure maximum reach, the campaign will employ a mix of digital and traditional media channels, spreading awareness about protein’s pivotal role in maintaining good health and its numerous benefits when incorporated into daily diets. As a leading nutrition brand in the country, Protinex strives to empower individuals across rural and urban areas, equipping them with the knowledge to make informed decisions about their nutrition and prioritize their well-being.

    On the brand being there for 65 years. How has the journey been?

    Protinex, a significant player in India’s adult nutrition market since 1957, was further strengthened by its acquisition by Danone in 2012. Over the past 65 years, Protinex has earned a strong reputation as a dependable and trustworthy brand, consistently providing nutrition to its customers. Its commitment to delivering essential nutrients has positively impacted people’s health and physical vitality across generations. Notably, Protinex has become the market leader for adult nutrition, receiving high praise from medical professionals.

    Recently, after six decades, Protinex embarked on a historic makeover. The brand introduced a new television and digital commercial, presenting the rebranded Protinex in its revitalized form. This update includes a refreshed logo, an enhanced user experience, an updated visual identity, and eco-friendly jar packaging, showcasing Protinex’s commitment to sustainability. This bold reinvention reaffirms Protinex’s position as an iconic brand that caters to consumers’ evolving needs, ensuring a brighter and healthier future for all.

    On the vision and mission for the coming years?

    Protinex, India’s leading nutrition supplement brand with over 65 years of excellence, is renowned for its top-quality protein supplements. Dedicated to promoting health and nutrition, Protinex has earned the trust of consumers across generations. The brand’s core mission is to bridge the nutritional gap and foster optimal health and well-being among its customers. Recognizing the changing health challenges faced by India’s growing adult population, particularly those aged 25 to 50, Protinex aims to create awareness about the vital role of increased protein intake in countering health issues and instigating positive lifestyle changes.

    Through education and advocacy, Protinex empowers individuals with the knowledge of incorporating adequate protein into their daily diets, supporting them in achieving better health outcomes and enhancing their overall quality of life. With an unwavering commitment to promoting health and nutrition, Protinex stands as a dependable partner for those seeking to optimize their well-being through informed nutrition choices and proper protein consumption.