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
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
