MUMBAI: Danone India has roped in Taproot Dentsu as the creative agency on record for the entire portfolio of the FMCG company’s health food drink brand, Protinex. Danone India is a part of the global food-products multinational corporation Danone, headquartered in Paris.

Taproot Dentsu, which is a part of the Dentsu Aegis Group, had already partnered the brand on a project-based relationship to handle the entire brand portfolio for the past one year. A multi-agency pitch had preceded this alliance in the year 2015, wherein Taproot Dentsu had won the mandate. Given the fruitful collaboration last year over the core Protinex brand campaign (the launch of Protinex Grow), some tactical competitive work and expanding of the flavour portfolio, taking this partnership to the next level was a seamless, mutual decision, a Dentsu Aegis Network release stated.

Danone India marketing head Himanshu Bakshi said, “Brand positioning and portfolio present 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.”

“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,” Taproot Dentsu CEO Umesh Shrikhande said.