Protinex launches new Integrated Communications campaign #SomethingMissing

Protinex, one of India’s leading nutrition brand, has launched its new integrated marketing campaign #SomethingMissing. The campaign is aimed at creating awareness of protein inadequacy in Indian diets and busting the myth that ‘Regular daily diet is enough for daily needs of Protein.’   

The #SomethingMissing campaign kicked off on 20^th July with a teaser leg to pose a question to the Indian masses ‘Could there be #SomethingMissing in your daily diet?’ This messaging has been carried out across multiple consumer touch-points like television, out of home, digital and experiential activations. #SomethingMissing surprised viewers with a unique media innovation, with multiple silent Ad spots during super prime time on leading news channels on 21st & 22nd July. A dedicated website https://somethingmissing.in/ has been launched to build consumer engagement and share informative content. With a highly engaging activation idea ‘’Selfie with Dabba (Tiffin)”, this initiative has been able to amplify engagements across TV, Digital, On-Ground and Radio in a truly integrated manner. 

The campaign revealed a highly engaging Television Commercial (TVC) earlier today, watch the TVC here: https://www.youtube.com/watch?v=AlvdGphD-jw

The TVC celebrates the value and taste of a home cooked meal. However, it also highlights the possibilities of Protein inadequacy in our daily diets and its consequences like Fatigue and weakness. Protinex is positioned as the Protein expert to partner daily diet for the entire family.

The Creative agency behind this campaign is Taproot India - one of India’s most prominent creative agencies in the country.

Mr. Himanshu Bakshi, Marketing Director, Danone Nutricia said, “Majority of people assume that home cooked food meets all our daily nutrition requirements, which is a myth. Many researches have shown that the average Indian diet might lack in providing adequate protein, necessary to support healthy lifestyle and overall well-being. Through this campaign, Protinex is making an effort in building awareness about this important fact”.

Further he added, #SomethingMissing is more than just a marketing campaign, it is a mission to sensitize people that even tasty home-cooked food might not be Protein Sufficient”

Pallavi Chakravarti, ECD, Taproot Dentsu said, "We Indians are foodies. Our associations with food are deep-rooted and diverse. But while we romanticise wholesome ghar ka khaana, we overlook the fact that our meals are often insufficient in key nutrients like protein. This campaign aims to get people to realize this and supplement their daily diets with Protinex.