Sports and wellness nutrition brand, Steadfast Nutrition, announced the launch of its campaign ‘Make India Protein Efficient,’ to discuss solutions to address India’s challenge of protein deficiency and create awareness among people about the importance of consuming proteins.
The company, through its pan-India campaign video, highlights the adverse effects of protein deficiency on health and the positive changes of adding the macronutrient to their diet. 40 Steadfast athletes amplify the brand’s voice and campaign to educate people, a pan-India pledge campaign asking people to pledge to ‘Grow Strong with Protein’, and a nutritionist educating people about its importance, the brand aimed to discuss India’s problem of protein deficiency. The Indian Market Research Bureau has stated that 80% of Indians are deficient in the macronutrient and 90% are unaware that their diet lacks protein.
“Any solution begins with creating awareness, which is what our campaign aimed at. Protein is neglected in most Indian households. The Indian Council of Medical Research (ICMR) advises an average adult should consume around one gram of protein per kg of body weight every day. However, the reality is starkly different. Protein deficiency can lead to muscle weakness, impaired immunity, and fatigue, and ultimately an acceptance of weakness. Steadfast Nutrition envisions making India protein efficient by 2040. This campaign was a step in this direction. Through this initiative we wanted to help people who do not have awareness about the importance of protein and educate and have a dialogue with them about protein-rich foods and the need to increase their intake of this essential macronutrient,” Aman Puri, founder, Steadfast Nutrition, said.
The campaign video which features an elderly individual, an athlete, a corporate woman, a homemaker and two children, highlights the improvement in their strength and energy levels on taking a protein-rich diet or protein supplements. The athletes associated with the brand were able to reach and educate 16,000 people about India’s problem of protein deficiency and educate people through their awareness campaign and a call to action. 5000 Indians pledged to have a protein-rich diet through an online drive.
The pan-India social media campaign undertaken by the brand addressed the lack of awareness about the importance of protein, educated people that protein deficiency existed in 90% Indian vegetarians and 85% non-vegetarians, and highlighted the consequences of protein deficiency.