DDB Mudra wins creative duties for Protinex

Protinex assigned its creative duties to DDB Mudra, following a multi-agency pitch. The agency will be creating awareness around the brand & its offerings as a part of the mandate.

Indians are gradually making themselves aware of protein deficiency and its underlying effects on human health. Building on this insight, DDB Mudra researched this category deeply to map all the touchpoints of a consumer journey and lifecycle for Protinex.

Himanshu Bakshi, Managing Director, Danone India said “Protein awareness is an important part of our brand commitment since the understanding about Protein is very nascent in India.

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He adds, "Effective communication is a vehicle through which we deliver our promise of inspiring healthier eating & drinking habits. DDB Mudra will help us translate this promise to action as we embark on an exciting journey to create impactful communication around Protein".

Anurag Tandon, Managing Partner, DDB Mudra West said, "Adult nutrition is a category with growth potential. Working with a name like Protinex is a matter of pride for us since it not only has a long-standing reputation in the market but also a vision to further the brand in multiple ways. Our fresh perspective on how to create consumer awareness about protein deficiency resonated well with Protinex’s goal to create relevance in this segment".