Telugu superstar has been signed up for a year to endorse company’s leading brand Protinex
Mumbai, 26 February 2018: In line with its mission ‘to educate Indians about the relevance of protein daily’, market leader Protinex has roped in South India’s superstar, Mahesh Babu, as the brand ambassador. Mahesh 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 Mahesh Babu.
Commenting on this endorsement, Mr. 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, as thought leaders in the protein category, 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 & 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 Mahesh Babu.
Protinex is a trusted brand with a history of more than 50 years. It is one of India’s most prescribed nutritional supplements that is scientifically formulated with the power of hydrolysed proteins that caters to the nutritional needs of adults and children. It comes in different flavours like elaichi, tasty chocolate, vanilla and original. There is a special variant for Diabetics and one for pregnant women by the name Mama Protinex.
About Danone India
Dedicated to bringing health through food to as many people as possible, Danone is a leading global food company built on four business lines: Essential Dairy and Plant-Based Products, Early Life Nutrition, Waters and Medical Nutrition. With products being present in over 130 markets, Danone generated sales of approximately €22 billion in 2016. In India, Danone started its nutrition business in 2012 through the acquisition of the nutrition portfolio from Wockhardt Group. Danone’s life nutrition business embodies a holistic nutrition approach offering a full range of products for pregnant mothers, infants, young children as well as adults, under recognized brands like Aptamil, Neocate, Farex, Protinex, Dexolac and Nusobee.