Protinex launches #DontMissOut campaign to build muscle health awareness

The TVC has been conceptualized by Bullet On Wheels Film agency

e4m by exchange4media Staff
Updated: Jul 28, 2019 4:00 PM



Protinex, from Danone India, launched its new integrated campaign #DontMissOut with the aim of driving conversations towards muscle health.

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, driven predominantly by protein deficiency and lifestyle choices, 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, over 70 percent people have poor muscle health and 68 percent 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 mass 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. Atleast 6 out 10 Indians suffer from poor muscle health and low protein scores. With Protinex #DontMissOut campaign, our endeavour is to create awareness of 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 conceptualized by Bullet On Wheels Film agency. The video showcases the emotional journey of Indian parents as they miss-out some key moments with their family due to poor muscle health.


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