Protinex launches 'Strength Apne Liye Apno ke liye' campaign

Protinex, the flagship brand of Danone India, has launched its new ad campaign titled, Protinex, Strength Apne Liye, Apno Ke Liye. The campaign aims to highlight the pivotal role of daily strength in fulfilling one’s responsibilities.

The TVC focuses on the idea that, strength goes beyond individual well-being, encompassing the emotional and physical health of our families. The campaign is in continuation of the relaunch of Protinex, reaffirming the brand's mission to spread awareness and encourage people across India to make healthier choices, focusing on overall well-being.

The TVC showcases a narrative of a couple, featuring actor Namita Dubey and Nandish Singh Sandhu renovating their home to welcome the girl’s parents to live with them. The husband's enthusiasm and active involvement in the process break away from conventional roles, symbolising a partnership built on equality and shared responsibilities. The husband presents his wife with a thoughtful gift– a nameplate that reads ‘Maa, Papa, Priya, Rohan’, signifying the inclusion of the wife's parents in their residence.

As both partners consume Protinex, the tagline "Protinex, Strength Apne Liye, Apno Ke Liye" resonates, encapsulating the brand's dedication to supporting not just individual strength but also the strength derived from meaningful relationships.

Sriram Padmanabhan, marketing director, Danone India, said, "With this campaign, we are not just promoting a product; we are championing a mindset that strength is holistic, encompassing physical, emotional, and relational well-being. The campaign reaffirms our commitment to promoting health and well-being in every aspect of life."

The campaign will be prominently featured on television channels and various digital platforms, including Protinex's YouTube channel and social assets.

Credits-

Agency: Brand David Communications

Production House: Chrome Pictures

Director: Hemant Bhandari