Protinex, an Indian nutrition brand, has launched #NoChairDare, a nationwide movement that encourages Indians to test their muscle strength through a simple wall-sit challenge — bringing awareness to the growing impact of sedentary lifestyles and protein deficiency.
The campaign, live across social platforms and on Instagram via @protinexin, invites participants to hold a wall-sit position for an average of 27 seconds (women) and 34 seconds (men) — a benchmark that acts as a quick indicator of everyday muscle strength. Those who complete the challenge are encouraged to maintain strong nutrition habits, while those who struggle are prompted to boost their daily protein intake and lifestyle choices.
To amplify the movement nationwide, Protinex has already partnered with 25 digital creators and fitness influencers, with many more collaborations planned in the coming weeks — driving large-scale participation and consumer-led storytelling around muscle strength and nutrition.
The film and ongoing user-generated content spotlight a truth: while many Indians believe their daily meals meet protein needs, muscle strength often tells a different story.
Despite rising interest in health and fitness, Indian adults continue to derive only 9–11% of daily energy from protein, largely due to carbohydrate-heavy diets. Experts highlight that while no single test can diagnose protein deficiency, functional muscle strength serves as a powerful everyday signal of whether nutrition is truly supporting the body’s needs.
Protinex helps bridge everyday protein gaps by delivering 40% of daily protein needs in a simple, convenient serving. Its protein blend, enriched with BCAAs, supports muscle strength and everyday vitality, making protein easy to add to daily routines.
Commenting on the campaign, Ms. Priyanka Verma, Marketing Director, Danone India, said:
“With #NoChairDare, we want to move nutrition awareness from theory to action. Muscle strength is something people can feel instantly — and it opens a powerful conversation around whether everyday diets are truly supporting health. Protinex continues to stand for making protein a simple, daily habit as part of a balanced and active lifestyle.”
Through the #NoChairDare movement, Protinex invites consumers across India to test their strength, reflect on their nutrition, and take a step toward healthier everyday habits.
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