Protinex, the flagship nutrition brand of Danone India, has recently announced a complete brand revamp after 65 years. The legacy brand has adopted a new avatar with a refreshed logo, superior product experience, modern visual identity, and recyclable packaging jar. The brand’s new approach is aimed at strengthening brand relevance, building affinity across age segments while maintaining brand premiumness, and providing differentiated health benefits, greater quality, and taste across variants.
With the changing health challenges affecting India’s growing adult population, Protinex aims to create awareness about the importance of increasing protein intake to cope with health issues and bring about a positive lifestyle change. The brand’s initiative is to address the increasing number of consumers in the age groups of 25 to 50 years being plagued by several health conditions.
Protinex has launched a TVC commercial conceptualized by Brand David, showcasing the brand’s new and rebranded identity. The TVC highlights the role of protein in an Indian adult’s life and aims to drive conversations around the critical need for strength with everyday growing responsibilities. The slice-of-life TVC draws inspiration from our daily life and demonstrates the need for higher strength. It portrays the busy life of an Indian adult and how they cope with the challenging responsibilities of a new job, family, and kids. The TVC culminates with highlighting how Protinex helps meet the adequate requirement of protein, calcium, and other nutrients.
The TVC was launched across India in eight Indian languages, including Hindi, Marathi, Bengali, Odia, Assamee, Telugu, Malayalam, and Bhojpuri. The new campaign aims to bring about a positive lifestyle change, well supported through multiple touchpoints, and increase awareness of good nutrition habits and improved intake of protein.
Mr. Sriram Padmanabhan, Marketing Director, Danone India, said, “Protinex is trusted by Indian adults to provide them with required nutrition for better health. However, there is still a lack of awareness of the role of protein and overall nutrition on health. With the new avatar of Protinex, we hope to inspire India to adopt good nutrition habits & improve their intake of protein. The new campaign aims to bring this change well supported through multiple touchpoints.”
The new brand identity of Protinex comes as a refreshing change and is set to revolutionize the nutritional supplement industry. The TVC showcases the brand’s core values and emphasizes the importance of protein in maintaining a healthy lifestyle. With a renewed focus on quality, taste, and packaging, Protinex is poised to capture a more significant share of the market and establish itself as a trusted brand that helps Indians cope with the ever-increasing health challenges of modern life. The new campaign is a step in the right direction and is expected to garner significant interest and support from customers across age segments and geographies.
