Sriram Padmanabhan on how Protinex has emerged a leader in adult nutrition segment

Protinex, the flagship brand of Danone, is entering the second season of its health awareness initiative – Protinex Protein Abhiyaan. This is an annual campaign, an awareness initiative to educate consumers about the importance and role of adequate protein consumption for better health and well-being.

Additionally, the brand also went through a revamp for the first time in 60 years. The legacy brand launched a new commercial on television and digital channels showcasing the new avatar of the rebranded Protinex with a refreshed logo, superior product experience, transformed modern visual identity, and recyclable jar packaging.

In an exclusive interaction with Adgully, Sriram Padmanabhan, Marketing Director, Danone India, shares the core idea behind the Protinex Protein Abhiyaan campaign, the success of the first season of the campaign, the over 60-year old brand journey of Protinex in India, and more.

What are the objectives and ideations behind the campaign?

At Danone, our mission is to bring health through food to as many people as possible. We believe that the health of the people and the health of the planet are interconnected. For India to progress, it is imperative that Indians be healthy. More than 70% of Indians don’t consume sufficient protein daily. To maintain healthier lives, protein has a crucial role to play. Towards this objective to increase the awareness and usage of protein amongst Indians we launched Protinex Protein Abhiyaan.

Danone has entered the second season of its health awareness initiative – Protinex Protein Abhiyaan. We would like to know about the outcomes of first season.

The first season of the Protinex Protein Abhiyaan campaign gave us remarkable results. The Abhiyaan successfully reached an impressive milestone by engaging 20 million individuals, while also receiving 150 thousand pledges. Notably, the initiative motivated nearly 100,000 participants to actively enhance their protein consumption, demonstrating a promising shift in behaviour. Building upon this, our current objective is to expand the reach of our impact even further, aiming to inspire and engage a larger number of individuals this year.

What are the new things the second season is coming up with?

As a part of the second season of the Protinex Protein Abhiyaan, we have initiated activities with a mix of digital and traditional media channels to leverage the campaign. We have planned activities across Mumbai and New Delhi to reach and engage with our consumers directly. In addition to this, we have a series of educational videos by popular nutritionists who will be educating consumers and with valuable insights on protein consumption. We have also partnered with ASHA workers, where we will be distributing kits to ASHA workers for every 1,000 pledges collected.

This year, we plan on reaching a larger and diverse set of audiences not only in metros, but in rural areas as well, to empower and encourage them to make informed decisions regarding their nutrition needs.

What are the expected trends in marketing for 2023 and how will radio be a part of it?

Personalisation and customisation is one of the most important emerging trends these days. Brands across industries are using artificial intelligence to analyse the market and study different consumer consumption preferences, which has helped increase consumer engagement through targeted marketing. Conscious marketing is another trend that has picked up with consumers being more aware of the products and services they choose to invest in. Brands now cater to consumers with more eco-friendly products while supporting a national or social cause, making the brand more appealing to the consumer.

Another emerging trend is strategic use of in-store playlists to influence consumer behaviour, attract new customers, and enhance the shopping experience. To add to it, the trend of ‘RJ influencers’ will gain traction as brands recognise the trust and credibility radio stalwarts bring. Collaborations between content creators and RJs will flourish, offering fresh and engaging content to listeners. Local languages will play a crucial role in radio advertising, as clients increasingly seek to reach their target audiences in their native tongues.

How has the brand’s journey been over the last 60 years?

Since its inception in 1957, Protinex has been a prominent player in the field of adult nutrition in India. In 2012, Protinex was acquired by Danone, further solidifying its position in the market. Over the past 65 years, Protinex has earned a strong reputation as a trusted and reliable brand, consistently delivering optimal nutrition to its consumers. Its commitment to providing essential nutrition has contributed to the well-being and physical vitality of individuals across generations. Notably, Protinex has emerged as the leading brand in the adult nutrition segment and has garnered the highest recommendation from doctors. Initially available only through prescriptions, Protinex underwent a transformation in 2012, shifting its association from ‘illness’ to ‘wellness’ and embracing a consumer-focused approach. This evolution showcases Protinex’s dedication to meeting the holistic health needs of individuals and promoting a proactive approach to well-being.

Recently, for the first time in 60 years, the legacy brand went through a complete revamp. We launched a new commercial on television and digital channels showcasing the new avatar of the rebranded Protinex with a refreshed logo, superior product experience, transformed modern visual identity, and recyclable jar packaging.

What is your media mix strategy?

Recognising the immense reach and influence of social media platforms, we aim to harness its potential to connect with our target audience effectively. By incorporating social media into our media mix, we can engage consumers, share informative content, and foster meaningful conversations around health and nutrition, thereby amplifying the impact of our campaign and strengthening our brand presence. Additionally, we are also leveraging traditional media and creating on-ground activities to reach consumers directly.