Mumbai: Renowned 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 creating awareness among people about the importance of consuming this vital nutrient. Through its pan-India campaign, which included reaching people through a powerful emotive video highlighting the adverse effects of protein deficiency on health and the positive changes of adding the vital macronutrient to their diet, 40 Steadfast athletes amplifying the brand’s voice and campaigning 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 this crucial macronutrient and 90% are unaware that their diet lacks protein.
Asked about the campaign, Steadfast Nutrition founder Aman Puri said, “India’s protein deficiency needs to be addressed urgently. Any solution begins with creating awareness, which is what our campaign aimed at. Protein is neglected in most Indian households. The nutrient is just associated with muscle building. Very few people know about its role in maintaining good health and how much protein they should be taking. 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, 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.”
The campaign video which features an elderly individual, an athlete, a corporate woman, a homemaker and two children, highlights the improvement in their strength & 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.
During her session and Q&A with the audience, the brand’s nutritionist broke myths about protein- that it is meant only for bodybuilders or leads to weight gain, or that only dal, roti, and rice are sufficient to meet daily protein needs. She explained to people the role of protein in maintaining good health, why adequate protein is vital for muscle strength, how much protein they should consume every day, the adverse effects of protein deficiency, and ways to increase protein intake. 500 people participated in the online live session.
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 per cent of Indian vegetarians and 85 per cent of non-vegetarians, and highlighted the consequences of protein deficiency.
Former Asia & Steadfast Athlete Rohit Shetty’s video:
Renowned Actor and steadfast Athlete Shweta Gulati:
Anu Doley:
Shikha Thapa:
Ishu Thakur:
