Taproot Dentsu to handle creative duties for Protinex

30 Jan,2018

By A Correspondent


Danone India has roped in Taproot Dentsu as its creative agency on record for the entire portfolio of its health food drink brand, Protinex.


Commenting on the development, Himanshu Bakshi, Marketing Head – Danone India 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 at the cusp of a new dimension of expansion, innovations and growth. We look forward to a stronger collaboration in the future.”


Added Umesh Shrikhande, CEO – Taproot Dentsu: “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 to food brands that offer serious nutrition. We are committed to creating persuasive conversations that build on Danone’s strong and scientific brand propositions.”

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