Protinex urges men and women to take a seat in new campaign

As a part of the Protinex Protein Abhiyaan, through this digital film, Danone encourages Indian adults to assess their muscle strength by taking the #AirChairTest

by e4m Staff
Published: Mar 28, 2025 2:14 PM | 2 min read

Protinex, the flagship brand of Danone India, launched a digital campaign #AirChairTest with an aim to create awareness around the role of protein in having a healthy lifestyle among Indian adults. The #AirChairTest campaigns is aimed at creating a movement that invites men and women, to take up the test and find out if they have a healthy relationship with their body.

More than 70 per cent of Indian adults have inadequate protein intake and 90 per cent of them are unaware of their protein deficiency. Inadequate intake of essential nutrients has resulted in nutritional deficiencies among individuals, resulting in a decline in their energy levels to perform for everyday activities, decreased physical stamina, and reduced overall well-being.

As a part of the Protinex Protein Abhiyaan, through this digital film, Danone encourages Indian adults to assess the muscle strength by taking this simple test. Participants will be required to perform the #AirChairTest, where they position their back against a wall with their thighs forming a perfect 90-degree angle and with their head and hands also placed against the well. The time that one can hold the posture reveals if the person’s physical body is healthy. The campaign emphasizes that if people are unable to complete the #AirChairTest, they need to start taking protein daily to build their health and if they do complete it as per the guidelines shared in the test, they need to continue having protein daily to maintain a healthy relationship with their bodies.