Protinex’s new campaign talks about importance of protein for good muscle health

#ProtinexForMuscleHealth campaign has been created by Circus Elephant Agency

e4m by exchange4media Staff
Updated: Aug 1, 2018 1:23 PM

Protinex, from Danone India, launched its new campaign #ProtinexForMuscleHealth to establish the importance of protein for good muscle health among Indians.

According to a statement issued by the company, a recent InBody study reveals that 71% Indians have poor muscle health and 68% have low protein levels. A leading cause for this could be inadequate intake of protein. Protinex aims to spread awareness about this finding and the role of protein in everyday diet with its new TV campaign.

The TVC, made by Circus Elephant Agency, will be launched on 1st August 2018. The campaign messaging will be brought alive in an absolute 360 degree avatar across mediums.

The campaign will focus on the importance of protein in maintaining better muscle health. Protein is the most misunderstood nutrient with a lot of fallacies around it like ‘it’s only for bodybuilders’ or the belief that our daily diets have sufficient protein, and some people believe that protein supplements are only for specific medical conditions. To compound the situation, not many people are aware about their daily protein requirement.

Commenting on the campaign, Himanshu Bakshi, Director- Marketing, Danone India, “We are elated to reveal our new TVC which reiterates the importance of protein in muscle health. We truly believe that muscle health is a big health agenda that Indians need to focus on. This is where our latest campaign comes in. With a mission to bring health through food, our TVC aims to make Indians more aware about their muscle health by maintaining their daily protein intake”

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