Mumbai: Protinex, India's leading nutrition brand, has announced the launch of Protinex Protein Abhiyaan 2023 - a nationwide awareness initiative to address the pressing issue of inadequate protein intake in India. Since 2017, Protinex has been at the forefront of driving a nationwide movement to raise awareness and transform behaviour about protein consumption in India. With Protinex Protein Abhiyaan, the brand is poised to make an even greater impact, furthering its commitment to empowering individuals and fostering a healthier India. In 2022, Protinex Protein Abhiyaan achieved a remarkable milestone reaching 20 million people with 150 thousand pledges.
Protinex is a brand of Danone India, a global food and nutrition company operating in over 120 countries. With a current market share of around 27 per cent (according to Nielsen Report, April '23) in the adult nutrition category, Protinex has established itself as the category leader. Protinex Protein Abhiyaan aligns with Danone's ‘One Planet. One Health’s framework and the company's mission of promoting health through food for as many people as possible.
Sriram Padmanabhan is an experienced consumer goods professional with a demonstrated history of working in the F&B and consumer health industry. Skilled in brand development, brand building, and innovation management with P&L delivery.
Indiantelevision.com in conversation with Danone India marketing director Sriram Padmanabhan on the campaign, the rebranding and much more.
Edited excerpts:
On the rebranding of Protinex
For the past 65 years, Protinex is trusted by millions of Indians that provide them with the required nutrition for better health. The evolving landscape of health attitudes in India reflects a proactive shift, with more individuals embracing healthy behaviours as part of their lifestyle, rather than just reacting to health concerns. Our aim is to leverage the strong foundation of trust we have established over the years and reintroduce Protinex in a manner that deeply connects with today’s consumers helping them to adopt healthier lifestyles.
The new and improved Protinex range boasts an array of delicious flavours and products that cater to different nutrition needs of consumers. Protinex Rich Chocolate to the smooth and creamy Protinex Creamy Vanilla, there’s something for every palate. And if you prefer a classic taste, there’s always the timeless Protinex Original. This expansion ensures that individuals have a variety of options to choose from, allowing them to select products that align with their specific health goals and preferences.
On the Protinex Protein Abhiyaan campaign is aimed at educating and empowering people on protein-rich diets. What is the reasoning behind this initiative, elaborate on its initiatives.
According to a study by the National Institute of Nutrition study, 70 per cent of Indian adults lack adequate protein. Addressing this concern, Danone India launched Protinex Protein Abhiyaan which began in 2022. Our mission is to break prevalent myths and stereotypes about protein and its vital role in our bodies. Across various mediums, we have been conducting awareness campaigns to educate the masses about this through the Protinex Protein Abhiyaan.
In line with our commitment to bring health through food to as many people as possible, this year's campaign seeks to touch the lives of a wider and more diverse audience, extending beyond metropolitan areas to non-metro regions. Empowering individuals with knowledge about their nutrition needs, we endeavour to encourage informed decision-making for a healthier and more fulfilling life. By reaching both urban and rural communities, the Protinex Protein Abhiyaan aspires to foster positive changes in people's lives, ensuring a brighter and healthier future for all.
On how was the earlier edition received by the people?
Launched in 2022 by Danone India's Protinex brand, the Protinex Protein Abhiyaan campaign addressed the issue of low protein intake among adults in India. Its goal was to promote protein's dietary significance and encourage its consumption. We learnt that protein deficiency is a serious health concern, as it can lead to a number of health problems. The campaign was received very positively by the people. In 2022, the Protein Abhiyaan achieved a noteworthy milestone by reaching out to 20 million individuals and receiving 130,000 pledges. The campaign resonated well, fostering awareness about protein's role in one’s well-being. This initiative solidified Protinex as an authority on protein and showcased its dedication to supporting individuals in their health journeys.
On the populace becoming more conscious about health post the pandemic, when it comes to nutrition what are the new trends? Also, on the lifestyle choices being made today?
The pandemic has made consumers more self-conscious and aware of their food and lifestyle habits. Whole foods like fruits, vegetables, and whole grains have gained popularity as they offer abundant nutrients and fibre while being calorie-friendly. Personalized nutrition is on the rise. Exercise has gained importance for overall health, prompting people to engage in regular physical activity. To combat stress, relaxation techniques like yoga and meditation, or spending time in nature, are adopted. Acknowledging the importance of sufficient sleep, adults aim for 7-8 hours per night for better well-being. Consumers have now started to slowly recognize the need for a regularized nutrition intake in order to approach holistic living.
On the marketing strategy for this campaign?
Protinex launched an all-encompassing consumer engagement initiative to raise awareness about the significance of protein in daily diets, complementing its existing engagement with healthcare professionals. The multifaceted campaign includes a compelling film aimed at creating awareness about the impact of low protein intake among Indian adults who often neglect their health amidst their busy lives. Through this comprehensive multimedia effort, the goal is to foster better understanding, and encourage, and expedite the adoption of sufficient protein intake among Indian adults.
To empower the public further, Protinex introduced the Nutri Calculator, an easy-to-use tool enabling individuals to monitor their diets, optimize protein and key micronutrient consumption, and gauge the adequacy of essential nutrients for improved strength and immunity. Developed in collaboration with leading nutrition experts, the Nutri Calculator aims to sensitize Indian adults to their daily protein requirements, recognizing the significance of a healthier workforce in driving India's global prowess.
The campaign has on-ground activities in New Delhi and Mumbai, facilitating direct consumer engagement. Informative videos featuring nutrition experts will be launched, sharing valuable insights and tips on seamlessly integrating protein into daily diets. Moreover, Protinex will extend its support to ASHA workers by distributing Protinex kits for every 1000 pledges collected.
To ensure maximum reach, the campaign will employ a mix of digital and traditional media channels, spreading awareness about protein's pivotal role in maintaining good health and its numerous benefits when incorporated into daily diets. As a leading nutrition brand in the country, Protinex strives to empower individuals across rural and urban areas, equipping them with the knowledge to make informed decisions about their nutrition and prioritize their well-being.
On the brand being there for 65 years. How has the journey been?
Protinex, a significant player in India's adult nutrition market since 1957, was further strengthened by its acquisition by Danone in 2012. Over the past 65 years, Protinex has earned a strong reputation as a dependable and trustworthy brand, consistently providing nutrition to its customers. Its commitment to delivering essential nutrients has positively impacted people's health and physical vitality across generations. Notably, Protinex has become the market leader for adult nutrition, receiving high praise from medical professionals.
Recently, after six decades, Protinex embarked on a historic makeover. The brand introduced a new television and digital commercial, presenting the rebranded Protinex in its revitalized form. This update includes a refreshed logo, an enhanced user experience, an updated visual identity, and eco-friendly jar packaging, showcasing Protinex's commitment to sustainability. This bold reinvention reaffirms Protinex's position as an iconic brand that caters to consumers' evolving needs, ensuring a brighter and healthier future for all.
On the vision and mission for the coming years?
Protinex, India's leading nutrition supplement brand with over 65 years of excellence, is renowned for its top-quality protein supplements. Dedicated to promoting health and nutrition, Protinex has earned the trust of consumers across generations. The brand's core mission is to bridge the nutritional gap and foster optimal health and well-being among its customers. Recognizing the changing health challenges faced by India's growing adult population, particularly those aged 25 to 50, Protinex aims to create awareness about the vital role of increased protein intake in countering health issues and instigating positive lifestyle changes.
Through education and advocacy, Protinex empowers individuals with the knowledge of incorporating adequate protein into their daily diets, supporting them in achieving better health outcomes and enhancing their overall quality of life. With an unwavering commitment to promoting health and nutrition, Protinex stands as a dependable partner for those seeking to optimize their well-being through informed nutrition choices and proper protein consumption.
