Brands
Protinex announces Protinex Protein Abhiyaan 2023
Mumbai: Protinex, India’s leading nutrition brand, has announced the launch of Protinex Protein Abhiyaan 2023 – a nationwide awareness initiative to address the pressing issue of inadequate protein intake in India.
Since 2017, Protinex has been at the forefront of driving a nationwide movement to raise awareness and transform behaviour about protein consumption in India. With Protinex Protein Abhiyaan, the brand is poised to make an even greater impact, furthering its commitment to empowering individuals and fostering a healthier India. In 2022, Protinex Protein Abhiyaan achieved a remarkable milestone reaching 20 million people with 150 thousand pledges.
Protinex is a brand of Danone India, a global food and nutrition company operating in over 120 countries. With a current market share of around 27 per cent (according to Nielsen Report, April ’23) in the adult nutrition category, Protinex has established itself as the category leader. Protinex Protein Abhiyaan aligns with Danone’s ‘One Planet. One Health’ framework and the company’s mission of promoting health through food for as many people as possible.
Danone India marketing director Sriram Padmanabhan said, “We are proud to have been leading the charge on the protein agenda in India. Protinex Protein Abhiyaan is our commitment to promoting good health and well-being among Indians. Protein is a crucial macronutrient however, 70 per cent of Indian consumers do not consume enough protein. Through this campaign, we aim to educate consumers about the importance of adequate protein consumption and encourage them to make it a part of their daily diet. Protinex Protein Abhiyaan 2023 marks a new milestone in our journey, as we strive to create an even larger impact and empower individuals across the nation.”
As a part of Protinex Protein Abhiyaan, the brand will be conducting 8 on-ground activities in New Delhi and Mumbai to engage with consumers directly. Protinex will also launch a series of informative videos featuring nutrition experts who will share insights and tips on incorporating protein into daily diets. Additionally, Protinex will distribute Protinex kits to ASHA workers for every 1000 pledges collected. The complete campaign will leverage a mix of digital and traditional media channels to spread awareness about the role of protein in maintaining good health and the benefits of including it in the daily diet. As one of the country’s leading nutrition brands, Protinex aspires to reach as many people as possible, including those in rural areas and urban cities, empowering more people to make informed decisions about their nutrition and prioritise their health.
Protinex Protein Abhiyaan 2023 will commence on 4 July and Protinex invites everyone to join in and learn more about the role of protein in maintaining good health.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
