Ad Campaigns
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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
