The campaign has been conceptualised by Taproot Dentsu to educate parents about the importance of protein in their kids’ second growth spurt between the age of 8 and 15 years
Protinex Grow has come out with a campaign to educate parents about the importance of protein in their kids’ second growth spurt. The campaign is conceptualised by Taproot Dentsu.
The health drink category is a crowded one, with dominant penetration existing in households. Prominent players like Horlicks, Bournvita and Complan stand as stiff competition on all fronts, from sensorials (taste variants) to compelling communication platforms.
So as a brand, Protinex didn’t just want to advertise Protinex Grow, but also sought to educate parents about their children’s second growth spurt i.e. between the age of eight and 15, during which children complete 80 per cent of their growth. Conveying this in an entertaining manner, on television and other media, was the goal the brand wanted to achieve with this campaign.
Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, "Not many know that kids have two growth spurts. But everyone knows that parents are prone to lecturing their kids on ‘growing up’ every now and then. We decided to switch the roles of parents and children in this campaign, and put the elders at the receiving end. So it is the kid who tells her parents that they better pull up their socks and make sure she gets the protein she needs. Because it is her last chance to grow after all. The idea was to deliver a lot of important information, but to do it in an endearing, light-hearted way.”
We have all been there. Coming home with a bad report card and being admonished by parents for lagging behind. Protein is a subject in which parents lag behind. So, the idea was to turn the tables and give them a dose of their own medicine through their children.
Himanshu Bakshi, Marketing Director, Life Nutrition at Danone Nutricia, said, "Health food drinks in India is a well-established category driven by multiple historic brands. However, no player owns a proprietary 'protein story' for growing up kids. We, as the protein experts, are driven by the purpose to empower Indian families to live fuller and happier lives for every member. We are now in an endeavour to educate mothers on the role of protein during second and the last growth spurt (eight-15years) in their child's life. Protinex Grow is specially formulated for this critical second growth spurt with 50 per cent more protein than leading health drinks. Our 360 degree marketing campaign through all its levers will communicate with the parents and kids in an endearing yet educative manner.”
Bakshi further said, “Taproot Dentsu team has been the creative brain behind this campaign right from inception. We are very confident of the output and overall marketing mix for Protinex Grow.”
Creative agency: Taproot Dentsu
Production House: Oink Films
Director: Shirsha Guhathakurta