Danone’s Proteinex, the adult nutrition drink, has rolled out a campaign with an anthem titled ‘tu hai taaqat’ (you are the power) to create awareness about the crucial role of protein in the overall well-being of Indian adults across age groups.
Conceptualised by TheSmallBigIdea, the film depicts that irrespective of status, occupation, gender or profession, every Indian citizen is a hustler. The anthem gives glimpses of hope, aspiration, and struggle and aims to create awareness around the issue of poor protein intake. The film reminds people to believe in themselves and further consider themselves as 'Desh Ki Taaqat' (strength of the country) while emphasising the benefits of consuming Protinex on a daily basis.
Manish Solanki, COO, and co-founder, TheSmallBigIdea, said, “Danone’s ‘Protinex Protein Abhiyaan’ aims to impact the everyday lives of Indians, by creating awareness about the significance of protein in our diet. At TSBI, we are happy to be a part of this essential journey, having worked on the campaign’s promotional film. The idea was to convince a fairly unaware audience about the value-addition of protein in balanced nutrition, and lead them to engage in conversations around maintaining a healthy lifestyle. The impact was achieved through a motivating combination of inspiring verse and imagery. This film has allowed us to not only work with a leading health-food company like Danone but also be associated with the company’s protein program. We look forward to being a part of their future health initiatives.”