With the aim ‘to educate Indians about the relevance of protein daily’, Protinex has roped in South India’s superstar, Mahesh Babu, as the brand ambassador. Babu will be the face of Protinex and would feature in key brand campaigns and initiatives.
With its high-decibel, 360-campaign, Protinex has been on a journey to educate consumers about the relevance of protein in daily diet. With this association, Protinex intends to amplify the protein message in its key markets of Andhra Pradesh and Karnataka with the influence of Babu.
Himanshu Bakshi, Director, Marketing, Danone India, said, “More than 70% urban Indian diets are protein deficient, in fact 93% of Indians are unaware of their ideal protein requirement and believe that they are getting enough protein in their diet. South is a highly penetrated region for health food drinks category with multiple established brands. Hence, it becomes even more important for us to intervene, educate Indians about the relevance of protein and enable them to make the right choice. Hence, with the intent to reach as many people as possible, Telugu superstar Mahesh Babu was an obvious choice. Truly a Protinator. Mahesh Babu is widely admired by audience across age groups and resonates very well with brand’s promise. We believe his association will support the brand drive the message of protein rich diet for active lifestyle and good health. We are truly proud of this association.”
“In todays’ busy lifestyle, protein is an important nutrient for growth and maintaining an active lifestyle. In fact, I make sure that my daily diet has adequate protein, and Protinex is a key enabler to achieve this. I would like to thank Protinex for giving me this opportunity to contribute to the protein message in India,” said Babu.