MAM

Leo Burnett Orchard bags GNC India biz, unveils ‘Start Strong’ campaign

Popular Bollywood actor John Abraham is featured in the commercials

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/13/Manav_Rai_Ahuja-Amod_Dani.jpg?itok=QrvZNFoK

MUMBAI: Leo Burnett Orchard has won the creative duties of Guardian Healthcare, one of the largest health and wellness supplements retailers in India and the master franchisee for GNC products in the country. The business was won after a multi-agency pitch and will be handled by Leo Burnett Orchard’s Mumbai office.

Leo Burnett Orchard will now create awareness and build brand salience by focusing on leading GNC Pro Performance 100% Whey Protein to the status of flagship brand. The first campaign for the Pro Performance 100% Whey is specially designed for beginners in the world of fitness. An integrated marketing campaign–Start Strong–has been unveiled to promote GNC’s 100 per cent whey protein supplements. Popular Bollywood actor John Abraham is featured in the commercials.

Speaking about the new business and campaign Leo Burnett Orchard VP and branch head – Mumbai Manav Rai Ahuja said, “We are really excited to have GNC in our fold. They are the global leaders in nutraceuticals. Each GNC product is the result of an intensive scientific research process ensuring full effectiveness. Today, more and more people are conscious about their physicality. We, therefore, have a huge number of people joining gyms but an equal number of people dropping out. Through this campaign, we want to speak to people who are in their early stages of fitness exploration. The ‘Start Strong’ proposition sharply focuses on the importance of choosing the right beginning that yields desired results and motivates people to continue their efforts. This is GNC’s first mass media campaign and we are ensuring that it becomes a huge success by using our unique Power of One capabilities.”

Speaking about the campaign GNC India CEO Shadab Khan said, “The supplementation market in India is still at a very nascent stage and people lack the knowledge about how the right supplementation can fuel their performance. We believe that there is a need to educate people on how, along with discipline and hard work, consuming the right protein is extremely important to achieve their fitness goals. GNC Pro Performance 100% Whey Protein is the basic kick-starter protein that has been specially formulated for beginners, to maximise their fitness goals. We are confident that our new campaign with John Abraham, on GNC Pro Performance, will help inspire youngsters to take a holistic view of health and nutrition and thereby, choose the right supplements.”

Speaking about the campaign Leo Burnett Orchard executive creative director Amod Dani said, “A lot of people who workout have icons they look up to. The beginners, however, lack the right direction and the right mentorship. John Abraham is a fitness icon; his disciplined approach to building and maintaining his physique has always been an inspiration to many. We brought this very inspiration to life with John’s poster coming alive and him motivating his protégé’s workout with a balance of hard work coupled with right supplementation. Workouts are built on a strong mentor-protégé relationship, and that’s what we have reflected in the film; John as the mentor-in-chief coaches his protégé and shows him the real meaning of ‘Start Strong’.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/ul.jpg?itok=LP4WSjKR
HUL’s Profit for Q2 2020 grew by 8.7%

HUL, the major FMCG major and a leading advertiser, has reported a profit of Rs 2,009 crore in the quarter ended September 2020, against the Rs 1848 crore in the same period last year recording a growth of 8.7 per cent. It was further reported that the overall sales grew by 16 per cent during the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/durex.jpg?itok=ngEN9aaL
#ForgetCondoms as Durex launches India’s thinnest condoms ‘Invisible’

NEW DELHI: Durex has launched India’s thinnest condom ‘Invisible’. Through this product, Durex aims to encourage usage of condoms by addressing the number one reason people avoid putting them on: that it hinders intimacy between the couples.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/vishal.jpg?itok=ff9PDMd6
Vishal Rupani set to move on from mCanvas, Affinity

Mumbai: mCanvas co-founder and CEO and Affinity Global VP Vishal Rupani is all set to move on from his current roles. When asked about his next move Rupani said, “He is taking a break.” An ace digital marketer, Rupani has over 17 years of experience. He started his career with Skenzo in the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/tsproot.jpg?itok=dU2S0eQm
#MeToo: Taproot Dentsu & iDiva pay ode to the movement

NEW DELHI: What started as an  exposé on the predatory behaviour of Hollywood film mogul Harvey Weinstein became a global movement as women took to social media to share their experiences of being sexually harassed with the hashtag 'Me Too'. The movement took the world by storm, with the hashtag...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/pub-nation-vrt.jpg?itok=3f-SMghR
Pubnation: How print industry plans to monetise post-Covid

NEW DELHI: Covid-2019 pandemic has had a severe impact on the business of print publications; the initial months witnessed a complete clampdown on supply chain which consequently limited advertiser movement. However, with other industries gradually reviving and the festive season opening the door...

MAM Print
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/tata.jpg?itok=Ln9fi-4Z
Kabir Ahmed Shakir replaces Pratibha K Advani as CFO at Tata Communications

Mumbai: Tata Communications, a global digital ecosystem enabler, has appointed Kabir Ahmed Shakir as its chief financial officer. Kabir will join on October 21st, 2020 and will be responsible for the strategic financial management of the company, including investor relations.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/ban.jpg?itok=_5OSAuCH
Menstrual leaves don’t impact employability of beneficiaries: Gozoop’s CHO Bansi Raja

NEW DELHI: The taboos associated with menstruation are many and varied. Perhaps it is because of this that the concept of menstrual leave has triggered a debate on whether it is progressive, mere tokenism, or a way to perpetuate discrimination. While many are in favour of ‘period leaves’, believing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/naveen.jpg?itok=_2CWKXRP
Mathrubhumi Group elevates Naveen Sreenivasan to head media solutions TRD

Kochi: Mathrubhumi elevates Naveen Sreenivisan as head media solutions TRD. In his new role, Naveen will be responsible for the management of sales and marketing functions of Mathrubhumi News Television Channel, Kappa TV, Club FM, and Mathrubhumi Digital.

MAM Print
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/20/asci.jpg?itok=qSjtPfhc
ASCI announces Covid-2019 advertising advisory

MUMBAI: The Advertising Standards Council of India (ASCI) has directed brands to ensure that their adverts do not proliferate unsubstantiated claims related to Covid2019 that mislead and misinform the people. The self-regulatory industry body has issued a new set of guidelines on Covid2019-related...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required