Mumbai: Protinex, the flagship brand of Danone India, has unveiled its latest digital campaign, #AirChairTest, aimed at raising awareness about the crucial role of protein in maintaining a healthy lifestyle among Indian adults. The campaign seeks to create a movement, inviting men and women across the country to take up the challenge and assess their muscle strength, reinforcing the need for daily protein intake.
With over 70% of Indian adults consuming inadequate protein and 90% unaware of their deficiency, the #AirChairTest campaign underscores the growing concern of poor nutritional habits affecting physical stamina, energy levels, and overall well-being.
As a part of the Protinex Protein Abhiyaan, the digital film encourages individuals to evaluate their muscle strength through a simple test. Participants must perform the #AirChairTest, positioning their back against a wall with their thighs at a 90-degree angle while keeping their head and hands placed against the wall. The duration for which they can hold this posture serves as an indicator of their physical health.
The campaign delivers a clear message:
If you struggle to complete the #AirChairTest, it’s time to start prioritizing daily protein intake to build strength.
If you can complete the challenge, maintaining a consistent protein intake is key to sustaining overall health and muscle function.
The #AirChairTest campaign is now LIVE across Protinex’s social media platforms and other digital channels.
