Kartik Aaryan plays good cop bad cop with Max Protein

Max Protein has unveiled a TVC tilted ‘Protein Police’ to promote protein snacking as a healthy lifestyle choice that is still tasty and convenient. Conceptualised by Schbang, the film features the brand’s ambassador and actor Kartik Aaryan. 

 

The film begins with a man in his cabin, about too munch on a packet of chips. Just as he’s about to open the packet, Aaryan and his fellow protein police pals barge into the cabin. All the cops start searching his cabin and inform Aryan that they found nothing there. Just then, the man, with his hands up, asks the police what they haven’t found. Arryan then takes out a Max Protein bar and tells him that his snack has no protein. He then goes ahead to tell him that his snack doesn’t have enough protein and asks him why he’s cheating with his health when he has a tastier and healthier option. 

 

Vijay Uttarwar, CEO, Naturell India (Max Protein), said, "At Max Protein, we believe that snacking shouldn't be about compromising on taste or health. We strive to provide our consumers with the best of both worlds, and that's what sets us apart. With the launch of our Protein Police campaign, we aim to not only create a new category of snacking but also start a conversation about the importance of protein in our diets. Our partnership with Schbang, as our mainline agency, has been instrumental in bringing this vision to life. As we continue to innovate and disrupt the world of snacking, we remain committed to providing our consumers with delicious and nutritious options that they can enjoy guilt-free."

 

Manish Kinger, executive creative director, Schbang Delhi, said, "The brief was simple, let’s disrupt the world of snacking while positioning Max Protein as a tasty and high-protein go-to snack. In this objective to start a new conversation, we saw an opportunity to create a whole new category of snacking, and ‘protein-snacking’ was born. To deliver the truth of ‘protein-snacking matlab no cheating’, we created Protein Police. This behavior change Police exists to convert snacking occasions into self-reflection occasions, nudging the audience to look for protein in their snacks and indulge in protein-snacking instead. This film is one of the many protein-snacking interventions that we will be introducing under the universe of Protein Police."

 

Ravinder Varma, brand manager, Naturell India (Max Protein), said, "At Max Protein, we are thrilled to introduce our latest campaign, Protein Police, with the Superstar Kartik Aaryan as our brand ambassador. With this campaign, we aim to bring awareness to the importance of protein snacking and position Max Protein as the daily high-protein snacking option with a clear communication message of ‘Protein Snacking Matlab no Cheating’ (protein snacking means no cheating) Through a mix of ATL and BTL channels, including digital, retail, social media, hoardings, PR, and events, we are confident that this campaign will make a strong impact on our target audience. Entire team has done an excellent job in bringing the campaign to life, and we are excited to see the results it will bring for our brand."

 

The campaign will run across digital, as well as outdoor.