Protinex taps influencer marketers to push Immuno Nutrient Calculator

The campaign will go on till the end of the year.

MUMBAI: Protinex in association with Filter Coffee Co is conducting an aggressive influencer marketing campaign to promote its Immuno Nutrient Calculator.

The activity, which started during Protein Week, has received tremendous response via various sets of influencers, with demand growing especially on Instagram. Filter Coffee Co, which holds a strong foothold in influencer marketing campaigns, is strategically using a mix of macro, micro, and nano influencers and phasing the campaign to build engagement and brand value. The agency has also included a mix of celebrities, non-celebrities, and digital content creators to provide a wider reach and ensure the message on raising awareness around tracking health and immunity reaches maximum people.

Protinex has also got on board expert nutritionist Mitushi Ajmera for professional advice and reliability of the calculator. The adult nutritional supplement protein brand’s calculator helps track the level of immuno nutrients that help in building immunity, such as Protein, Vitamin A, Vitamin C, B12, Zinc, etc in one’s diet.

Using Instagram as one of the key platforms and engaging influencers to amplify the campaign, Protinex aims at raising awareness and driving traffic towards its new feature, which is also providing a free consultation with a 30-day personalised diet.

Till date the brand message has been supported by Shilpa Shetty Kundra, Madhuri Dixit Nene, Riteish, and Genelia Deshmukh, content creators like House of Misu, Roshni Chopra, Nisha Aggarwal, Shrima Rai, Priyanka Kalantri, Divyanka Tripathi Dahiya, Vivek Dahiya, amongst others, across platforms like Instagram, YouTube, etc.

The campaign is being conducted on Instagram using  multiple features like static posts, videos, IGTV, stories, and reels. Protinex has also been impressive in gaining traction on YouTube for the initiative.

Madhuri Dixit -

Riteish Deshmukh - 

Genelia Deshmukh - 

Roshni Chopra - 

“In the past few months, we all have realised the importance of a good immunity system and with the launch of our new Immuno Nutrient Calculator, we want more and more people to be able to sit at home and track their health at ease. The entire influence marketing activity which we are conducting has helped us build this awareness and we are glad people are waking up to it. With the demand of influencer marketing having shot up in the past few months, we are glad to partner with Filter Coffee Co., who bring in detailing and the correct set of influencers for our brand. Our partnership with trusted Influencers to drive the importance of a nutrient-filled diet, has got us great brand recall, and more importantly, it helped us inspire healthier eating and drinking choices while building consumer trust,” Danone India MD Himanshu Bakshi said.

FilterCoffee founder and CEO Anuja DeoraSanctis said, "With more and more people getting health conscious and looking to adapt newer lifestyle habits, our aim was to create a buzz around the same and help them understand their immunity levels. A healthy lifestyle is imperative in today’s fast world, and with our network of influencers, we look forward to continuing to reach out to maximum people possible.”

Till date, the brand has reached over 20 million users, witnessing an engagement of over 7 lakh and an average engagement rate of 5.2 per cent.

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