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
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.
