Campaign details

Agency: First Partners
Brand: Danone India

Situational analysis

Protein not on the table or in the mind; 93% of Indians not aware of their ideal protein requirement

Danone has a global mission to bring health through food to as many people as possible. The company has a strong nutrition portfolio globally. In India, the company's flagship nutrition brand is Protinex, which leads the protein supplementation market with more than 50% share of the market.

However, the category was facing a challenge with poor awareness on the need for adequate protein in one's diet at one end and new competition expected to enter the protein supplementation space on the other. To consolidate its leadership in the segment, Protinex needed to grow the protein category in India.

The protein challenge: myths abound, protein is only for body-builders

The biggest barrier to grow the protein category in India was the lack of understanding of the nutrient among the consumers. Protein is a fundamental nutrient for the human body. However, most consumers are not aware of the quantum of protein needed every day by healthy adults, and the kind of diet which can provide the requisite quantum.