This Protein Day, RiteBite Max Protein is revolutionising snacking habits with its bold new campaign, “Protein Aayega Tabhi India Khayega!”. The initiative is designed to address India’s protein deficiency while encouraging smarter snacking choices.
The campaign centres around an engaging and thought-provoking film, which begins with a typical snack-time scene before transforming into a full-fledged ‘Protein Dharna’.
“Ghar ghar ka naara hai, Protein, haq humara hai!” The catchy chant, echoed by a father-daughter duo with placards in hand, demands better snack options, underlining the importance of increasing protein intake in India’s daily diet.
Did you know? 73% of Indians are protein deficient. The campaign combines powerful nutritional facts with a lighthearted narrative to make protein awareness both entertaining and informative.
“At RiteBite Max Protein, we believe that good nutrition should be a part of everyday life. With this campaign, we are driving home the message that protein is essential, not optional. It’s time to ditch empty-calorie snacks and make every bite count,” said Dr. Ravinder Varma, Senior Brand Manager at RiteBite Max Protein.
Echoing this sentiment, Mr. Manish Kinger, Executive Creative Director at Schbang, added, “Protein deficiency is a critical issue in India, yet it often gets overlooked. This campaign leverages a unique mix of humour, storytelling, and cultural relevance to strike a chord with consumers, making nutrition awareness more relatable and actionable.”
Through ‘Protein Aayega Tabhi India Khayega!’, RiteBite Max Protein reaffirms its mission: Protein Snacking Matlab No Cheating. As India celebrates Protein Day, RiteBite Max Protein encourages consumers to take the pledge—to make every snack count and swap empty calories for protein-rich choices, ultimately fostering healthier snacking habits.
Watch the campaign video here.
