Danone India appoints Taproot Dentsu as its creative partner for Protinex

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MUMBAI: Danone India has roped in Taproot Dentsu as their creative agency on record for the entire portfolio of their health food drink brand, Protinex. Danone India is part of the global food-products multinational corporation Danone, headquartered in Paris.

It is pertinent to note here that Taproot Dentsu, which is part of the Dentsu Aegis Group, had already partnered with the brand on a project-based relationship to handle the entire brand portfolio for the past one year. A multi-agency pitch had preceded this alliance in the year 2015 wherein Taproot Dentsu had won the mandate. Given the fruitful collaboration, last year over the core Protinex brand campaign (the launch of Protinex Grow), some tactical competitive work and expanding of the flavour portfolio, taking this partnership to the next level was a seamless, mutual decision.

Commenting on the development, Danone India marketing head Himanshu Bakshi said, “Protinex has been built on 60 years of doctors’ recommended trust. Brand positioning and portfolio presents a huge opportunity to establish as an everyday family health brand with a clear differentiator on protein. Taproot Dentsu has been quite instrumental to bring alive this paradigm shift on the brand. The team, with its strong planning and creative minds, has already delivered multiple campaigns to help build protein relevance across cohorts through the lens of Protinex. We feel very confident to strengthen the Protinex-Taproot Dentsu partnership, especially when the brand and category is on the cusp of a new dimension of expansion, innovations, and growth. We look forward to a stronger collaboration in the future.”

Taproot Dentsu CEO Umesh Shrikhande said, “Danone’s global mission to ‘Bring Health Through Food To As Many People As Possible’ allows us to address unmet needs for the greater good. In India, eclectic dietary patterns and cultural nuances provide a huge demand creation opportunity for food brands that offer serious nutrition. We are committed to creating persuasive conversations that build on Danone’s strong and scientific brand propositions.”

Taproot Dentsu Mumbai GM Ayesha Ghosh said, “We are proud to partner Danone India to help launch a portfolio of brands under Protinex for consumers across the spectrum – from toddlers to seniors. With the backing of science, Protinex offers the best quality of protein and, along with the marketing teams at Danone, it is up to us to find the most compelling ways in which we can make this product’s superiority relevant to our consumers.”

Taproot Dentsu Mumbai executive creative director Pallavi Chakravarti said, “When a brand decides to make the journey from ‘lab-coat speak’ to consumer speak, it’s a challenging and exciting task. Working with our partners at Danone India, we hope to craft communication that will make Protinex more relevant than it has ever been. Two big brand campaigns and other tactical ones down already, we’re looking forward to more.”


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