Avvatar India, the 100% vegetarian whey protein brand from Parag Milk Foods Ltd., has partnered with Rise and Fall, the reality series streaming on Amazon MX Player and airing on Sony Entertainment Television.
As part of the collaboration, the brand has enabled its influencer Varun Yadav, popularly known as Laila, to meet his friend and contestant on the show on his birthday. The move has been positioned as an extension of Avvatar India’s focus on strength, community and #Bhaichara.
Through this association, Avvatar India has continued to expand its engagement with fitness enthusiasts by combining its product positioning with cultural touchpoints that celebrate both endurance and personal connections.
Nitin Kanodia, Business Head, Avvatar India, said, “Avvatar India stands for strength, endurance, and the power of community. Our collaboration with Rise and Fall reflects these values, as the show celebrates both individual performance and the bonds that inspire people to push harder. Making Varun’s reunion with his best friend possible through this partnership is a proud moment for us as we continue to champion the culture of fitness across India.”
