Protinex has launched a new integrated campaign, Strength hai toh simple hai, aimed at raising awareness about muscle strength and protein intake among Indian adults.
The campaign is based on the insight that muscle strength begins to decline from the age of 30, while many adults do not consume adequate protein to meet their daily nutritional requirements. The brand film depicts everyday situations to highlight the impact of declining muscle strength.
The campaign is built around Protinex's nutritional proposition, which the company says provides 40% of the recommended daily protein intake per serving, along with 25 vitamins and minerals, as part of a balanced diet and healthy lifestyle.
Talking about the concept, Priyanka Verma, Marketing Director, Danone India said: “Strength is often associated with extraordinary feats. But its most important role is far more personal. It's what closes the gap between what you want to do and what your body lets you do. Through 'Strength Hai Toh Simple Hai,' we wanted to speak about that quiet, everyday experience, the moment something simple feels heavier than it should. Because when your body matches your will, life doesn't just feel easier. It feels like you again."
The campaign will run across television, digital platforms and connected TV, targeting an estimated 53 million consumers across India. The film has been produced in eight languages and will air across 39 television channels, alongside digital platforms including YouTube, Meta, JioHotstar and Connected TV.
