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Protinex takes strides towards increasing protein consumption in India
Mumbai: In a significant move towards promoting protein consumption and improving health and nutrition, Protinex, the flagship brand of Danone India is extending the pledge to create social impact for consumers. For every 1,000 pledges, the brand is donating Protinex packs to ASHA workers. The initiative is launched in collaboration with Doctors For You Foundation to empower our caretakers so that they can become effective advocates for patients.
Our body require protein daily, and as per ICMR recommended dietary allowance (RDA) 0.83g of protein per kg body weight needs to be consumed everyday to function optimally and strengthen our muscles, along with exercise and balanced diet. Protein is essential for providing energy, combating fatigue, and enhancing muscle strength, facilitating our daily physical activities. Despite the importance of protein, studies indicate that a staggering 70 per cent of Indian consumers do not consume enough protein in their diets. Therefore, it’s vital to understand that insufficient protein intake can harm our overall well-being.
By providing these community workers with Protinex, Danone India is not only supporting the health and nutrition of ASHA workers but also enabling them to become advocates in raising awareness about the importance of protein consumption in everyday life. As trusted and respected members of their communities, ASHA workers possess a unique ability to reach and engage with individuals who may otherwise have limited access to healthcare services.
Speaking about this initiative Danone India marketing director Sriram Padmanabhan said, “People easily tend to overlook the significance of muscle health and protein intake in their lives. As we age, our bodies undergo subtle transformations, emphasizing the need to acknowledge these changes and take appropriate action. At Danone India, we believe that everyone deserves access to nutritious food and essential healthcare. Through this initiative, we are proud to support ASHA workers, who play a vital role in delivering healthcare services to underserved communities. By providing them with Protinex, we hope to enhance their nutritional intake and contribute to their overall health and well-being.”
This initiative is a part of the Protinex Protein Abhiyaan, a nationwide awareness initiative to address the pressing issue of inadequate protein intake in India. Its second season was a success as it leveraged the combined strengths of Danone India’s protein expertise and our partners, by breaking myths around protein to creating on- ground events to spread awareness till the last mile and culminating the effort to support the community. Aligned with the broader Danone mission, to provide health through food to as many people as possible, Protinex remains dedicated to supporting optimal nourishment, making it the ideal choice for those seeking comprehensive nutrition and strength, contributing to the health and well-being of individuals across India.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
