Campaign India Team
May 23, 2022

Protinex brings back the pro to play the game of muscle strength

Watch the film conceptualised by DDB Mudra here

Protinex, the flagship brand of Danone India, has rolled out a campaign to highlight the need of protein and nutrition instake among Indian adults to maintain adequate muscle strength. 
Conceptualised by DDB Mudra, the film depicts the life of a father unable to carry out basic household chores due to tiredness and lack of strength. It sheds light on the effects of muscle loss amongst individuals above 30 years of age and the protagonist's concern over his declining muscle strength. The film ends by showcasing the brand's ability to revive muscle strength and how it leads to a healthy lifestyle. 
Sriram Padmanabhan, marketing director, Danone India, said, “Protinex is committed to creating awareness about protein. Indians often neglect protein in their diets and the core reason behind this is the lack of understanding of adequate protein intake and the pivotal role it plays in helping one lead an active and healthy life. Through this TVC, we intend to build awareness around the fact that muscle loss can lead to a lack of strength, if not addressed appropriately with adequate protein intake and physical activity.”
Pallavi Chakravarti, creative head-West, DDB Mudra, said, “As someone who was 30 a long time ago, it shook me up to know about the muscle loss and weakness that starts to creep up on us post thirty years of age. Because it is not outwardly visible, we end up telling ourselves that we don’t feel the tiredness either. Time to acknowledge the need for protein and therefore, for Protinex in our daily lives. Through this TVC, we want to bring alive the dilemma grappling Indian adults as they deal with the decline in the health of their muscles.”
Agency: DDB Mudra group
Creative: Rahul Mathew, Pallavi Chakravarti, Rahul Arcot, Darshan Dhonde, Roy Sebastian
Business: Nishant Saurabh, Delon Mascarenhas, Krupali Bale
Strategy: Anand Murty
Films: Jay Gaikwad
Production house: Entourage films
Director: Rahul Bharti
Campaign India

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