MAM
Protinex taps influencer marketers to push Immuno Nutrient Calculator
MUMBAI: Protinex in association with Filter Coffee Co is conducting an aggressive influencer marketing campaign to promote its Immuno Nutrient Calculator.
The activity, which started during Protein Week, has received tremendous response via various sets of influencers, with demand growing especially on Instagram. Filter Coffee Co, which holds a strong foothold in influencer marketing campaigns, is strategically using a mix of macro, micro, and nano influencers and phasing the campaign to build engagement and brand value. The agency has also included a mix of celebrities, non-celebrities, and digital content creators to provide a wider reach and ensure the message on raising awareness around tracking health and immunity reaches maximum people.
Protinex has also got on board expert nutritionist Mitushi Ajmera for professional advice and reliability of the calculator. The adult nutritional supplement protein brand’s calculator helps track the level of immuno nutrients that help in building immunity, such as Protein, Vitamin A, Vitamin C, B12, Zinc, etc in one’s diet.
Using Instagram as one of the key platforms and engaging influencers to amplify the campaign, Protinex aims at raising awareness and driving traffic towards its new feature, which is also providing a free consultation with a 30-day personalised diet.
Till date the brand message has been supported by Shilpa Shetty Kundra, Madhuri Dixit Nene, Riteish, and Genelia Deshmukh, content creators like House of Misu, Roshni Chopra, Nisha Aggarwal, Shrima Rai, Priyanka Kalantri, Divyanka Tripathi Dahiya, Vivek Dahiya, amongst others, across platforms like Instagram, YouTube, etc.
The campaign is being conducted on Instagram using multiple features like static posts, videos, IGTV, stories, and reels. Protinex has also been impressive in gaining traction on YouTube for the initiative.
Madhuri Dixit – https://www.instagram.com/p/CDGpGH8HoLY/
Riteish Deshmukh –
Genelia Deshmukh –
Roshni Chopra –
“In the past few months, we all have realised the importance of a good immunity system and with the launch of our new Immuno Nutrient Calculator, we want more and more people to be able to sit at home and track their health at ease. The entire influence marketing activity which we are conducting has helped us build this awareness and we are glad people are waking up to it. With the demand of influencer marketing having shot up in the past few months, we are glad to partner with Filter Coffee Co., who bring in detailing and the correct set of influencers for our brand. Our partnership with trusted Influencers to drive the importance of a nutrient-filled diet, has got us great brand recall, and more importantly, it helped us inspire healthier eating and drinking choices while building consumer trust,” Danone India MD Himanshu Bakshi said.
FilterCoffee founder and CEO Anuja DeoraSanctis said, "With more and more people getting health conscious and looking to adapt newer lifestyle habits, our aim was to create a buzz around the same and help them understand their immunity levels. A healthy lifestyle is imperative in today’s fast world, and with our network of influencers, we look forward to continuing to reach out to maximum people possible.”
Till date, the brand has reached over 20 million users, witnessing an engagement of over 7 lakh and an average engagement rate of 5.2 per cent.
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
