Protinex redefines strength through family bonds and equality

Protinex has rolled out a campaign ‘Protinex, strength apne Liye, apno ke liye’ (Protinex, strength for us and for our loved ones), featuring actors Namita Dubey and Nandish Singh Sandhu, to highlight the pivotal role of daily strength in fulfilling one’s responsibilities.

Conceptualised by Brand David Communications, the film revolves around the concept that strength extends beyond personal well-being, encompassing the emotional and physical health of one's family. It features a couple, portrayed by Dubey and Sandhu, renovating their home to welcome the wife's parents. The husband's active role breaks traditional norms, symbolising a partnership founded on equality. The couple shares narratives about the admirable qualities they perceive in each other, highlighting moments of courage and strength. It then depicts a touching moment, where the husband gifts his wife a nameplate reading 'Maa, Papa, Priya, Rohan,' emphasising the inclusion of her parents. The consumption of Protinex by both partners aligns with the tagline, 'Protinex, Strength Apne Liye, Apno Ke Liye,' embodying the brand's commitment to supporting not only individual strength but also strength derived from meaningful relationships.

Sriram Padmanabhan, marketing director, Danone India, said, "In a world that is constantly evolving, our brand too 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 not only enhance their 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."

The campaign will be rolled out on TV and the brand's YouTube and social media platforms. 

CREDITS: 

Client: Protinex

Agency: Brand David Communications

Production house: Chrome Pictures

Director: Hemant Bhandari