Brands
Protinex unveils new commercial to maintain muscle strength
Mumbai: Protinex, the flagship brand of Danone India, has unveiled a new television and digital commercial to drive conversations around the critical need to maintain adequate muscle strength among adults through the right protein and nutrition intake.
Conceptualised by DDB Mudra, the TVC portrays the life of an adult who is unable to carry out basic household chores due to tiredness and lack of strength. The TVC culminates with an expert shedding light on muscle loss as one ages and expresses his concern over the declining muscle strength of males over thirty years of age.
Poor muscle mass and strength are a growing concern. A sedentary lifestyle among adults has become more common than before. People above thirty are now experiencing multiple health problems due to lack of physical activity, improper diets, and poor lifestyle choices, leading to tiredness and lack of strength. As per a recent study – more than a whopping 70 per cent of adults have poor muscle health with 68 per cent lacking adequate protein levels. The low consumption of vital nutrients has led to nutritional deficiencies among people, thereby causing a decline in their energy levels to perform regular tasks, and lower physical stamina and wellbeing. And the TVC is created to initiate a talk around it.
While talking about the latest commercial and how it taps into a serious issue of today, Danone India Marketing Director Sriram Padmanabhan said, “Protinex is committed to creating awareness about Protein. Indians often neglect protein in their diets and the core reason behind this is a lack of understanding of adequate protein intake and the pivotal role it plays in helping one lead an active and healthy life. Through this TVC, we intend to build awareness around the fact that muscle loss can lead to lack of strength, if not addressed appropriately with adequate protein intake and physical activity.”
Speaking about the concept of the TVC, DDB Mudra Creative Head-West Pallavi Chakravarti said, “As someone who was thirty a long time ago, it shook me up to know about the muscle loss and weakness that starts to creep up on us post thirty years of age. Because it is not outwardly visible, we end up telling ourselves that we don’t feel the tiredness either. Time to acknowledge the need for protein and therefore, for Protinex in our daily lives. Through this TVC we want to bring alive the dilemma grappling adults as they deal with the decline in the health of their muscles.”
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
