Protinex, a leading brand under Danone, has joined hands with Kaun Banega Crorepati (KBC) as a co-powered partner for its 16th season. This collaboration aims to amplify awareness about the critical role of protein in maintaining a healthy lifestyle by integrating itself into the gameshow to promote its message of holistic health.
KBC airs every Monday to Friday at 9 pm on Sony Entertainment Television (SET)
During every audience poll segment, each member of the studio audience will receive an exclusive Protinex hamper as a token of appreciation for their participation. Adding further value to the collaboration, Amitabh Bachchan himself will educate viewers on the importance of protein as a macronutrient and the necessity of choosing trusted supplements to meet daily nutritional requirements.
As per the brand, Protinex’s association with KBC underscores the shared values of perseverance, growth, and championing excellence. With every episode, this partnership seeks to not only entertain but also equip audiences with the knowledge to make healthier lifestyle choices.
“At Danone India, we believe in empowering individuals to take charge of their health through informed choices. Our partnership with Kaun Banega Crorepati is a testament to our commitment to spreading awareness about protein’s vital role in everyday nutrition. By associating with a platform as influential as KBC, we aim to inspire millions of viewers to prioritize their health and well-being,” Sriram Padmanabhan, Marketing Director, Danone India, said.
Sandeep Mehrotra, Head- Ad Sales, Network Channels, at Sony Pictures Networks India (SPNI) added, “Kaun Banega Crorepati (KBC) is more than just a show – it’s an institution that brings families together. As an iconic property, it offers brands a unique opportunity to connect with their target audience in a trusted and engaging environment. We’re delighted to partner with Protinex for the first time and craft bespoke solutions that not only meet their business objectives but also seamlessly integrate into the content, creating a holistic and impactful brand experience.”
Further speaking about the association, Shekhar Banerjee, Chief Client Officer, and Office Head – West, North and East, Wavemaker India said, “At Wavemaker, we strive to bring brands closer to audiences in ways that truly matter. This partnership between Protinex and Kaun Banega Crorepati is all about sparking conversations that can inspire healthier choices for millions of viewers. By seamlessly integrating the message of daily protein intake into one of India’s most iconic shows, we are not just amplifying awareness but creating a lasting impact on the way people perceive health and nutrition.”
