Q] What was the idea behind Protinex Protein Abhiyaan campaign?
The DNA of this campaign stems from our mission. What we have realized is that in India, protein, which is a key building block to maintain overall health and strength of all individuals, is acutely deficient. In fact, in 2017, when we had done a study with IMRB, we found that 73% of Indians have poor protein intake and for 82% of the people, the protein sources are not adequate. So, there are a couple of things over here – people are not getting adequate protein intake; they are not fully aware of what is the role of protein, and how beneficial it is for them, and whether they get adequate intake of protein.
Our mission to drive awareness of protein, and to encourage positive behaviour amongst Indians has been on for some time, and this TVC is an extension of that campaign thought. We wanted to reframe the issue of having inadequate protein via the eyes of a child. So, that is what our attempt has been on this particular campaign.
Q] What was the marketing mix of the campaign and who is your Target Group?
Our target audience of Protinex is male and female in the age group of 30 to 50 years. As far as the mix is concerned, this is primarily a digital-first campaign, wherein the touch points are reach mediums like YouTube. For example, on Facebook or on Instagram, we try to take this message to as many people as possible, but it is a digital-first campaign. 100% of our money is allocated only for digital channels, for which YouTube would be the largest component for this particular campaign.
Q] Today, the Indian market is flooded with multiple brands selling protein supplements. Whom does Protinex consider its closest competition, and how do you intend to stay ahead of the competition?
We are a population of more than a billion people, and if I look at the category penetration, it is in single digit. The competition is purely about the headspace that we have. So, the way we look at our job is to drive category penetration, and drive awareness about proteins. We also aim to induce positive behavioural change amongst more than 90% of Indian adults who may not know the right role of protein, or may not be having the right amount of protein. Honestly put, there’s no particular brand X that I need to beat because it’s not the market share game.
It’s more about category penetration for us. As per Nielsen, which is an independent third-party agency, we have about 26% market share.
Q] Today, Indian parents are unaware about the consumption of adequate protein. Do you think that India still lacks the spending on personal health, and healthy food consumption?
What we have realized is that if people are educated and aware about the importance of protein intake, they’re ready to take the right steps. This is, irrespective of socioeconomic classes or irrespective of whether they are in Metros or in Tier 1 cities. Hence, our job is to first take the first few basic steps. Are you aware of sufficiency? Are you aware of the right products or solutions that are out there? So that we can help them in this journey to lead a healthier life.
Do Indians want to lead healthier life? The answer is absolutely yes. So, we would like to partner with as many Indians as possible.
Q] Apart from this campaign, what other initiatives does Protinex undertake to reach out to the masses?
We need to have products plus solutions, and an effective conversation with consumers. I spoke about consumers not being aware about the role of protein. They are also not aware about how much protein they need to have.
So, keeping this in mind, we have also rolled out a solution for consumers, wherein they can come to our website protinex.com, and we provide them with a free solution in the form of a nutri-calculator. There if you record your diet, we will be able to tell you if you are having the right amount of protein suitable for your age and gender. We also offer a 30-day free dietary counselling to our consumers because knowing is not enough. It’s also about implementing that change, and we hand hold consumers through this journey to help them have positive behavioural changes. So, one of the big shifts in our strategy is not only to provide products, but to give products plus solutions.