MAM
DDB Mudra wins creative duties for Protinex
MUMBAI: Protinex, the leading nutritional supplement brand from the house of Danone, has awarded its creative duties to DDB Mudra, following a multi-agency pitch. DDB Mudra will bring in its expertise to strengthen the brand’s communication and architecture.
Indian diet is primarily carbohydrate-heavy and protein deficient. A 2017 research by Indian Market Research Bureau* revealed that protein deficiency in India was more than 70 per cent. Until a few years ago, adult nutrition was an ignored topic. Indians are now considering their health and wellbeing seriously.
They are gradually making themselves aware of protein deficiency and its underlaying effects on human health. Building on this insight, DDB Mudra researched this category deeply to map all the touchpoints of a consumer journey and lifecycle.
Danone India MD Himanshu Bakshi said, “Protein awareness is an important part of our brand commitment since the understanding about Protein is very nascent in India. Effective communication is a vehicle through which we deliver our promise of inspiring healthier eating& drinking habits. DDB Mudra will help us translate this promise to action as we embark on an exciting journey to create impactful communication around Protein”.
DDB Mudra West managing partner Anurag Tandon said, “Adult nutrition is a category withgrowth potential. Working with a name like Protinex is a matter of pride for us, since they not only have a long-standing reputation in the market but also a vision to further the brand in multiple ways. Our fresh perspective inhow to create consumer awareness about protein deficiency resonated well with Protinex’s goal to create relevance in this segment.”
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
