Max Protein has introduced a new TVC campaign called ‘Protein Police,’ which stars their brand ambassador, Kartik Aaryan. The campaign aims to encourage the idea of protein snacking as a healthy lifestyle choice without compromising on taste or convenience. By promoting healthier snacking options, Max Protein is revolutionizing the snacking concept and creating awareness about its brand.
The concept of “Protein Snacking Matlab No Cheating” stresses that there’s no reason to compromise on your health objectives. The usage of the term ‘cheating’ implies that some snacking options may not be as healthy and can be considered as indulgences, while protein snacks offer a superior choice.
The campaign’s creative approach utilizes humor and relatable situations to connect with the audience and emphasize the significance of opting for healthier snacking options.
The target audience for this campaign comprises younger generations, such as millennials and Gen Z, with the aim of modifying their snacking habits by promoting a high-protein snack option that is both delicious and convenient. The campaign seeks to encourage a behavioral shift towards healthier snacking choices in this demographic.
Vijay Uttarwar, Chief Executive Officer, Naturell India (Max Protein), said, “With the launch of our Protein Police campaign, we aim to not only create a new category of snacking but also start a conversation about the importance of protein in our diets. Our partnership with Schbang, as our mainline agency, has been instrumental in bringing this vision to life. As we continue to innovate and disrupt the world of snacking, we remain committed to providing our consumers with delicious and nutritious options that they can enjoy guilt-free.”
Manish Kinger, Executive Creative Director, Schbang Delhi said, “The brief was simple, let’s disrupt the world of snacking while positioning Max Protein as a tasty and high-protein go-to snack. In this objective to start a new conversation, we saw an opportunity to create a whole new category of snacking, and ‘protein-snacking’ was born. To deliver the truth of ‘Protein-snacking Matlab no Cheating’, we created Protein Police. This behavior change Police exists to convert snacking occasions into self-reflection occasions, nudging the audience to look for protein in their snacks and indulge in protein-snacking instead. This film is one of the many protein-snacking interventions that we will be introducing under the universe of Protein Police.”
Ravinder Varma, Brand Manager, Naturell India (Max Protein), said, “Through a mix of ATL and BTL channels, including digital, retail, social media, hoardings, PR, and events, we are confident that this campaign will make a strong impact on our target audience. Entire team has done an excellent job in bringing the campaign to life, and we are excited to see the results it will bring for our brand.”
The campaign will be showcased on multiple media channels, including digital platforms such as YouTube and Instagram, along with outdoor advertising methods such as hoardings.