Protinex celebrates the virtues of strength in new ad campaign

Danone India's flagship brand, Protinex, has launched a new advertising campaign titled "Protinex, Strength Apne Liye, Apno Ke Liye." The initiative aims to underscore the crucial role of daily strength in fulfilling personal responsibilities. The TV commercial (TVC) focuses on the concept that strength extends beyond individual well-being, encompassing both the emotional and physical health of families. This campaign is part of Protinex's relaunch, reiterating the brand's mission to raise awareness and motivate people across India to make healthier lifestyle choices, with a focus on overall well-being.

At the core of the campaign is the narrative of a couple, portrayed by actor Namita Dubey and Nandish Singh Sandhu, who are renovating their home to welcome the wife's parents to live with them. The husband's enthusiastic and active participation in the process breaks away from traditional gender roles, symbolizing a partnership built on equality and shared responsibilities. A touching moment unfolds as the husband presents his wife with a thoughtful gift – a nameplate reading ‘Maa, Papa, Priya, Rohan,’ symbolizing the inclusion of the wife's parents in their residence. Both partners are shown consuming Protinex, and the tagline "Protinex, Strength Apne Liye, Apno Ke Liye" resonates, encapsulating the brand's commitment to supporting not only individual strength but also the strength derived from meaningful relationships. Protinex, scientifically formulated and enriched with protein, calcium, and essential nutrients, aims to help improve strength in 8 weeks.

Commenting on the TVC, Sriram Padmanabhan, Marketing Director at Danone India, stated, "In a world that is constantly evolving, our brand also 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 mindset that strength is holistic, encompassing physical, emotional, and relational well-being. Protinex aims to inspire individuals to enhance not only 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 offering 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 media assets.