Mumbai: This Protein Day, RiteBite Max Protein is set to shake up India’s snacking habits with its bold new campaign, “Protein Aayega Tabhi India Khayega!”. With the aim to tackle India’s growing protein deficiency, the campaign encourages consumers to make smarter, protein-rich snacking choices, and it does so with a creative and engaging twist.
The heart of the campaign is a thought-provoking film that begins with a seemingly ordinary snack-time scenario but quickly turns into a full-fledged ‘Protein Dharna’ (protest). The film features a father-daughter duo passionately advocating for better snack choices, chanting, “Ghar ghar ka naara hai, Protein, haq humara hai!” while holding placards demanding protein-filled snacks. The campaign highlights a critical fact—73% of Indians are protein deficient—and creatively blends these hard-hitting statistics with an entertaining narrative to raise awareness about protein deficiency in India.
“At RiteBite Max Protein, we believe that good nutrition should be a part of everyday life. With this campaign, we are driving home the message that protein is essential, not optional. It’s time to ditch empty-calorie snacks and make every bite count,” said Dr. Ravinder Varma, Senior Brand Manager at RiteBite Max Protein.
The campaign’s tone is further emphasized by the creative direction of Manish Kinger, Executive Creative Director at Schbang, who said, “Protein deficiency is a critical issue in India, yet it often gets overlooked. This campaign leverages a unique mix of humor, storytelling, and cultural relevance to strike a chord with consumers, making nutrition awareness more relatable and actionable.”
Through “Protein Aayega Tabhi India Khayega!”, RiteBite Max Protein reinforces its core message: Protein Snacking Matlab No Cheating. As India observes Protein Day, RiteBite Max Protein encourages consumers to pledge to make every snack count by swapping empty-calorie options for healthier, protein-rich choices.
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