.jpg)
Protinex, India’s leading health nutrition brand from Danone, has announced its collaboration with India’s most iconic game show, Kaun Banega Crorepati (KBC), hosted by the legendary Amitabh Bachchan. This unique partnership aims to amplify awareness about the importance of protein in maintaining a healthy lifestyle, combining knowledge with health advocacy.
As a co-powered partner of KBC 16, Protinex seeks to integrate itself into the popular game show to promote its message of holistic health. Each studio audience member will receive an exclusive Protinex hamper during every audience poll segment as a token of appreciation for their participation. Amitabh Bachchan will also educate viewers on the essential role of protein as a macronutrient, highlighting the necessity of trusted supplements to meet daily nutritional needs.
“At Danone India, we believe in empowering individuals to take charge of their health through informed choices. Our partnership with Kaun Banega Crorepati is a testament to our commitment to spreading awareness about protein’s vital role in everyday nutrition. By associating with a platform as influential as KBC, we aim to inspire millions of viewers to prioritise their health and well-being,” said Sriram Padmanabhan, Marketing Director, Danone India.
Sandeep Mehrotra, Head—Ad Sales, Network Channels, at Sony Pictures Networks India (SPNI) added, "Kaun Banega Crorepati is more than just a show – it’s an institution that brings families together. As an iconic property, it offers brands a unique opportunity to connect with their target audience in a trusted and engaging environment. We’re delighted to partner with Protinex for the first time and craft bespoke solutions that not only meet their business objectives but also seamlessly integrate into the content, creating a holistic and impactful brand experience."
Shekhar Banerjee, Chief Client Officer and Office Head – West, North & East at Wavemaker India, further commented, “At Wavemaker, we strive to bring brands closer to audiences in ways that truly matter. This partnership between Protinex and Kaun Banega Crorepati is all about sparking conversations that can inspire healthier choices for millions of viewers. By seamlessly integrating the message of daily protein intake into one of India’s most iconic shows, we are not just amplifying awareness but creating a lasting impact on the way people perceive health and nutrition.”
Protein is essential for good health, contributing to muscle repair, immunity, and overall energy levels. However, research indicates that India faces a significant protein gap, with many individuals unaware of their daily protein needs. Protinex’s collaboration with KBC aims to raise awareness and bridge this gap by blending entertainment with education. The show’s massive reach and popularity provide a powerful platform to inspire healthier dietary choices among the audience.
Protinex’s association with KBC reflects shared values of perseverance, growth, and striving for excellence. This partnership aims to entertain and empower viewers with the knowledge to make informed decisions about their health and nutrition.
