Hindustan Unilever Limited (HUL) has announced Bollywood actor, Akshay Kumar as the brand ambassador of its adult nutrition brand, Horlicks Protein Plus, through a new TVC. As one of the most popular fitness icons in the country, Akshay Kumar, will represent the core values of the brand and encourage urban Indian adults to fight protein deficiency every day by making ‘Protein ka routine’ (make protein a routine).
The new TVC featuring Akshay Kumar highlights the issues of an urban Indian adult, whose typical diet also proves to be insufficient in providing high-quality protein or is heavily dependent on non-vegetarian options.
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Commenting on the latest TVC, Sudhir Sitapati, Executive Director, Foods & Refreshment, HUL said, “Indian diet sometimes may be insufficient to meet the RDAs of protein and what we need to create awareness for is, that for every 1 kg of healthy body weight, one requires 1 g of protein every day. There is a need for us to move to the next frontier in the battle for an optimal protein intake and the relaunch of Horlicks Protein Plus, our adult nutrition brand, is a step towards the initiative. The relaunch campaign’s central theme reinforces how Horlicks Protein Plus, along with milk, can help to meet the protein requirements for adults thus providing nearly 30% of an individual’s daily protein need.”
Akshay Kumar, Brand Ambassador, Horlicks Protein Plus said, “Fitness is not something that you achieve by just getting to the gym and putting in hours of workout. A wholesome life is a combination of rest, a healthy mental state and eating right with it. Sadly, most people don’t have the right information about the diet they consume! Together, both Horlicks Protein Plus and I are committed to making India healthier by encouraging Indians to build their ‘Protein ka Routine’! My wish is always to see India take the right steps.”
“When it comes to knowing what the body needs, especially after a certain age, we couldn’t find a better fit than Akshay Kumar for Horlicks Protein Plus. He not only sets a high benchmark of exemplary lifestyle choices; he also knows the nutrition needs that are important for a fit and active life. The interview format and his real playful self keeps the message engaging and authentic,” added Surjo Dutt, National Creative Director, FCB Ulka.
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