MUMBAI: In line with its mission ‘to educate Indians about the relevance of daily intake of protein’, Protinex has roped in South India’s superstar, Mahesh Babu, as the brand ambassador. 

With its high-decibel, 360-campaign, Protinex has been on a journey to educate consumers about the relevance of protein in daily diet. With this association, Protinex intends to amplify the protein message in its key markets of Andhra Pradesh and Karnataka with the influence of Mahesh Babu. 

Danone India director of marketing Himanshu Bakshi says, “More than 70 per cent urban Indian diets are protein deficient, in fact 93 per cent of Indians are unaware of their ideal protein requirement and believe that they are getting enough protein in their diet. South is a highly penetrated region for health food drinks category with multiple established brands. Hence, as thought leaders in the protein category, it becomes even more important for us to intervene, educate Indians about the relevance of protein and enable them to make the right choice. Hence, with the intent to reach as many people as possible, Telugu superstar Mahesh Babu was an obvious choice. Truly a Protinator. Mahesh Babu is widely admired by audience across age groups and resonates very well with brand’s promise. We believe his association will support the brand drive the message of protein rich diet for active lifestyle & good health. We are truly proud of this association.”