Orchard bags GNC India’s biz, unveils ‘Start Strong’ campaign

12 Feb,2019

By A Correspondent


Guardian Healthcare, health and wellness supplements retailers in India and the master franchisee for GNC products in the country, has awarded its creative duties to Leo Burnett Orchard. The business was won after a multi-agency pitch, and will be handled by Leo Burnett Orchard’s Mumbai office.


Speaking about the campaign Shadab Khan, CEO of GNC India said: “The supplementation market in India is still at a very nascent stage and people lack the knowledge about how the right supplementation can fuel their performance. We believe that there is a need to educate people on how, along with discipline and hard work, consuming the right protein is extremely important to achieve their fitness goals. GNC Pro Performance 100% Whey Protein is the basic kick-starter protein that has been specially formulated for beginners, to maximise their fitness goals. We are confident that our new campaign with John Abraham, on GNC Pro Performance, will help inspire youngsters to take a holistic view of health and nutrition and thereby, choose the right supplements.”


Speaking about the campaign Amod Dani, Executive Creative Director Leo Burnett Orchard added: “A lot of people who workout have icons they look up to. The beginners, however, lack the right direction and the right mentorship. John Abraham is a fitness icon; his disciplined approach to building and maintaining his physique has always been an inspiration to many. We brought this very inspiration to life with John’s poster coming alive and him motivating his protégé’s workout with a balance of hard work coupled with right supplementation. Workouts are built on a strong mentor-protégé relationship, and that’s what we have reflected in the film; John as the mentor-in-chief coaches his protégé and shows him the real meaning of ‘Start Strong’.”



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