Right To Protein: Making India know protein's 'soy' much better

FleishmanHillard, the marketing agency, launched the Right To Protein initiative to improve all forms of protein awareness and consumption in India.

All About 'Right to Protein'

In order to help India, get better at protein consumption and to influence a long- term behavioral change, the Right To Protein initiative was launched in 2019. The initiative has a single-minded focus on improving all forms of protein awareness and consumption. Several institutions and individuals joined the movement to support the larger cause.

We diversified into different ways of protein awareness by focusing on the behavioral root cause of the protein inadequacy from our first nation-wide study Protein Paradox, to correcting various protein myths. Further our study, helped us narrow down our campaign objectives...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands