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Protinex Grow's new TV commercial is a winning proposition. It addresses health, nutrition and celebrates the girl child in one go
Protinex Grow's new TV commercial has hit the bull's eye on many fronts. It is charming with a hard-hitting message. But to begin with, here is a brief description of the narrative that the TVC follows.
It is breakfast time before the children go to school and the family is sitting around the table. The 10-year-old girl in her school uniform decides that it is the perfect time to impart a lesson in the nutritious way to growing up. The parents look on in awe (and her younger brother slinks away) as the girl tells them about the importance of protein during ages 8 to 15. She also asks them to desist from giving her 'bachchon-wala" drinks. In another first, this ad is a departure from convention. Most ads for brands such as Horlicks, Bournvita or Boost almost always use boys to make the point about growth and nutrition. Protinex Grow has taken the leap by addressing and celebrating a girl child.
In this no-nonsense, yet captivating way of looking at nutrition and growth, asking a girl child to step up and deliver a homily is a master stroke. This is also the first time that a brand is talking about nutrition for the girl child through a girl. This also the first time that any brand has focused on the importance of protein intake that is required for children.
The TVC also throws up many endearing moments. The script strikes a hilarious note when the girl asks her father to stop looking at the phone and concentrate on what is being said - "Look at me when I am talking to you," she stays sternly to the suitably chastened father. "No more television for you, if you are not careful about giving me my protein requirements," she threatens both for good effect. The 'cuteness' factor has made it a rage on the internet - and is now the cutest thing going on the worldwide web.
The Protinex Grow campaign highlights how a child - and more so, a girl not a boy - is taking a stand on their nutrition. The voiceover goes on to add that it is the age band of 8 to 15 when the child gets the last chance to grow into a healthy adult. Children need more protein for their second spurt of growth - research has it that 80 per cent of a child's proper growth comes between these ages. Protinex is just bringing that fact to the attention of parents who care about their daughter's well-being and growth. The commercial also points out that Protinex Grow has 50 per cent more protein than other drinks.
It is true that children play a role in many buying decisions in a household. However, health is not on top of the list when one thinks of children getting excited about brands. Protinex Grow plays on another important truism - children do not mince words or couch their feedback in polite hints. They are the best critics and their honesty comes straight through. What better way than to have the girl child sending out a strong message to the parents of the world. It kills two big birds with one stone - addressing the girl child's issues and proper nutrition.
What it is also telling parents is to not let this opportunity of making a difference to your child's growth and nutrition go abegging. Delightful as the commercial is, the girl makes it more memorable with her arresting performance. The girl child and the subject of nutrition could not have asked for a better platform than the Protinex Grow TV commercial.
The bottomline is that Danone Nutricia's Protinex is the protein expert that many look up to. Even children understand the benefits. It is the product that instantly comes to mind when thinking of nutritional supplements. For more than 60 years, Protinex has been providing complete nourishment and strength to the body. This adorable TV commercial makes that point come alive. In short, it has turned out to be a difficult-to-forget ad.