Daily activities

Protinex’s TVC highlights the role of protein in performing daily activities efficiently

Aiming to spark conversations around the critical need to maintain adequate muscle strength in Indian adults through adequate protein and nutrition intake, Danone India’s flagship brand Protinex today launched a new ad at television and digital platforms. The TVC depicts the life of an Indian adult who is unable to perform basic household chores due to fatigue and lack of strength. The TVC culminates with an expert shedding light on muscle loss as one ages and expresses concern over the declining muscle strength of Indians over 30. The TVC Slice of Life was conceptualized by DDB Mudra and is inspired by our daily lives and demonstrates how declining strength hampers an individual’s ability to enjoy life with their family.

The low muscle mass and strength of Indians is a growing concern. A sedentary lifestyle among adults in India has become more common than before. People over the age of 30 now experience multiple health problems due to lack of physical activity, poor diet and poor lifestyle choices, leading to fatigue and lack of strength. According to a recent study, more than 70% of Indian adults have poor muscle health, with 68% lacking in protein. The low intake of vital nutrients has led to nutritional deficiencies in people, thus leading to lower energy levels to perform regular tasks, lower physical endurance and well-being.

Sriram Padmanabhan, Marketing Director of Danone India, said, “Protinex is committed to spreading protein awareness. Indians often overlook protein in their diet and the main reason behind this is the lack of understanding around adequate protein intake and the central role it plays in helping to lead an active and healthy life. Through this TVC, our intention is to raise awareness that muscle loss can lead to lack of strength, if not treated appropriately with adequate protein intake and physical activity.

Pallavi Chakravarti, Creative Head-West, DDB Mudra, “As someone who was 30 a long time ago, it really shook me to know about the muscle loss and weakness that begins to overtake us after thirty. Because ‘it’s not visible from the outside, you end up thinking that you don’t feel tired either. It’s time to recognize the need for protein and therefore Protinex in our daily lives. Thanks to this TVC , we want to bring to life the dilemma faced by Indian adults as they deal with declining muscle health.

The TVC/Campaign that goes live today can be viewed on the Protinex Youtube channel and other social media.

Read more news on (Internet Advertising India, Internet Advertising, Advertising India, Digital Advertising India, Media Advertising India)

For more updates, be social connected with us on
Instagram, LinkedIn, TwitterFacebook & Youtube