Doctor’s Choice has launched its Protein Muesli and announced Arshdeep Singh as its brand ambassador, supported by a new campaign across digital and social platforms.
The campaign centres on everyday performance and routine, using Singh’s training and discipline to position the product as part of daily nutrition habits. The communication is aimed at younger, fitness-focused audiences in the growing high-protein food segment.
The product is positioned as a clean-label offering, with 25g of protein per 100g, no refined sugar, and no artificial flavours. It includes a mix of protein balls with natural chocolate flavour, designed for convenient, on-the-go consumption.
Ankit Jha, Founder and CMO, Doctor’s Choice, said, “This is a dual milestone for us, introducing a product that reflects where consumer demand is headed, while bringing onboard a personality who embodies consistency and performance. Our focus is on building a category where high-protein, clean-label nutrition becomes an everyday habit.”
Nupur Jha, Co-founder and COO, Doctor’s Choice, added, “Consumers today are far more aware of what goes into their food. With our Protein Muesli, we offer products that are high in protein, free from unnecessary additives, and designed for everyday consumption. Our association with Arshdeep Singh helps amplify this message in a relevant and relatable way."
Arshdeep Singh said, “Performance starts with consistency, and that includes what you eat every day. For me, nutrition needs to be simple, clean, and effective. Doctor’s Choice Protein Muesli fits naturally into that routine.”
The campaign marks the brand’s push to expand in the high-protein FMCG segment, with a focus on combining convenience, taste and clean nutrition.
