Campaign details
Agency: First PartnersBrand: 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...