New Delhi: Doctor’s Choice is stepping up its play in the fast-growing nutrition segment with the launch of its Protein Muesli, alongside the unveiling of Indian cricketer Arshdeep Singh as its exclusive brand ambassador. The clean-label FMCG brand’s latest campaign aims to carve a strong foothold in the high-protein, no refined sugar, on-the-go meal category, targeting increasingly health-conscious consumers.
At the heart of the launch is a new TVC, now live across digital and social platforms, featuring Arshdeep Singh. The campaign highlights a simple yet powerful message — performance begins with everyday nutrition. Blending relatability with aspiration, the film showcases the cricketer’s discipline and routine, positioning Doctor’s Choice as a daily essential for consumers looking to stay at the top of their game.
Designed in a sharp, snackable format for Gen Z and fitness-focused audiences, the campaign seeks to stand out in the increasingly competitive nutrition space. It also introduces Doctor’s Choice Protein Muesli, which delivers 25g of protein per 100g, with no refined sugar or artificial flavours. The clean-label product features crunchy protein balls with a natural chocolate flavour, catering to consumers seeking convenient, on-the-go nutrition without compromising on taste or quality.
Arshdeep Singh’s association with the brand extends beyond a typical endorsement. Known as one of Indian cricket’s most consistent young performers, he brings credibility to a brand focused on clean ingredients, transparent labelling, and functional nutrition.
Ankit Jha, Founder and CMO, Doctor’s Choice, said, “This is a dual milestone for us, introducing a product that reflects where consumer demand is headed, while bringing onboard a personality who embodies consistency and performance. Our focus is on building a category where high-protein, clean-label nutrition becomes an everyday habit.’’
Nupur Jha, co-founder and COO of Doctor’s Choice, added, “Consumers today are far more aware of what goes into their food. With our Protein Muesli, we offer products that are high in protein, free from unnecessary additives, and designed for everyday consumption. Our association with Arshdeep Singh helps amplify this message in a relevant and relatable way.”
Arshdeep Singh said,“ Performance starts with consistency, and that includes what you eat every day. For me, nutrition needs to be simple, clean, and effective. Doctor’s Choice Protein Muesli fits naturally into that routine.”
With this campaign-led launch, Doctor’s Choice is looking to accelerate adoption in the high-protein FMCG segment, while strengthening its positioning at the intersection of performance, taste, and clean nutrition for modern Indian consumers.
