The flagship brand of Danone India Protinex launched a new commercial on television and digital platforms. The TVC portrays the life of an Indian adult who is unable to carry out basic household chores due to tiredness and lack of strength. It was conceptualized by DDB Mudra and draws inspiration from our daily life and demonstrates show declining strength encumbers an individual’s ability to enjoy life with his family.
The TVC expresses his concern over the declining muscle strength of Indians over 30 years of age. A sedentary lifestyle among adults in India has become more common. People above 30 are now experiencing multiple health problems due to lack of physical activity, improper diets and poor lifestyle choices.
As per a recent study – more than a whopping 70% of Indian adults have poor muscle health with 68% lacking adequate protein levels. The low consumption of vital nutrients has led to nutritional deficiencies among people, thereby causing a decline in their energy levels to perform regular tasks, and lower physical stamina, and wellbeing. The TVC/Campaign can be viewed on Protinex’s YouTube channel and other social media assets.
The Marketing Director of Danone India Sriram Padmanabhan said, “Through this TVC, our intent is to build awareness around the fact that muscle loss can lead to lack of strength, if not addressed appropriately with adequate protein intake and physical activity.”