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<ul><li><keyword id="7980198" type="UNKNOWN" weightage="20" keywordseo="horlicks-protein-plus">Horlicks Protein Plus</keyword> has onboarded <keyword id="2823" type="PERSON" weightage="20" keywordseo="Akshay-Kumar">Akshay Kumar</keyword> as its brand face. </li><li>The new TVC featuring Akshay Kumar, highlights the issues of an urban Indian adult.</li></ul>Hindustan Unilever Limited (HUL) has onboarded Akshay Kumar as the brand ambassador of its adult nutrition brand, Horlicks Protein Plus. Akshay Kumar, will represent the core values of the brand and encourage urban Indian adults to fight protein deficiency everyday by making ‘Protein ka routine’ (make protein a routine). The brand has also launched a new TVC featuring Akshay Kumar, highlights the issues of an urban Indian adult, whose typical diet also proves to be insufficient in providing high quality protein or is heavily dependent on non-vegetarian options. <div type="Youtube" id="XTAghEz8cq0" title="Horlicks Protein Plus - #BanaoProteinKaRoutine" thumbUrl="https://i.ytimg.com/vi/XTAghEz8cq0/mqdefault.jpg"></div> Commenting on the latest TVC, Sudhir Sitapati, Executive Director, Foods &amp; Refreshment, HUL said, “ Indian diet sometimes may be insufficient to meet the RDAs of protein and what we need to create awareness for is, that for every 1 kg of healthy body weight, one requires 1 g of protein every day. Protein deficiency in adults can lead to impaired immune system, hair fall, accumulation of fat and so on. There is a need for us to move to the next frontier in the battle for an optimal protein intake and the relaunch of Horlicks Protein Plus, our adult nutrition brand, is a step towards the initiative. The relaunch campaign’s central theme reinforces how Horlicks Protein Plus, along with milk, can help to meet the protein requirements for adults thus providing nearly 30% of an individual’s daily protein need. Horlicks Protein Plus contains a blend of three good quality proteins (Whey, Soy and Casein) and is scientifically formulated high protein drink that delivers 34 g protein in 100 g of the product.” Akshay Kumar said, “Fitness is not something that you achieve by just getting to the gym and putting in hours of workout. A wholesome life is a combination of rest, a healthy mental state and eating right with it. Sadly, most people don’t have the right information about the diet they consume! For example, protein is thought of as just a body building supplement and the multiple other benefits of it are widely unknown. Do you know that our body needs 1g protein per kg bodyweight? And because we don’t know this, we have a protein gap. Horlicks Protein Plus, made with Milk and Soy has a blend of 3 High Quality Proteins which along with milk gives you nearly 30% of your daily protein needs. Together, both Horlicks Protein Plus and I are committed towards making India healthier by encouraging Indians to build their ‘Protein ka Routine’! My wish is always to see India take the right steps.” Surjo Dutt, National Creative Director, FCB, said: “When it comes to knowing what the body needs, especially after a certain age, we couldn’t find a better fit than Akshay Kumar for Horlicks Protein Plus. He not only sets a high benchmark of exemplary lifestyle choices; he also knows the nutrition needs that are important for a fit and active life. The interview format and his real playful self keeps the message engaging and authentic.”

Horlicks Protein Plus ropes in Akshay Kumar as its new brand ambassador

<ul><li>The <keyword id="6373926" type="General" weightage="80" keywordseo="horlicks" source="Orion">Horlicks</keyword> Plus range, a set of specialized brands formulated to solve nutritional deficiencies, has forayed into the segment of Diabetes.</li><li>Diabetes Plus, introduced by Horlicks, is a nutritional beverage that has been designed for Indian adults.</li></ul>India has always been prone to the various risks associated with Diabetes. The country ranks #2 after China, with the prevalence rate of the disease set to double in the next 25 years. While diabetes continues to be an emerging threat with 7.3% of India’s population being diabetic and a further 10.3% being prediabetic, there are almost 1 in 2 diabetics that go undiagnosed*. The major life changes that come with diabetes have also led to dissonance with consumers constantly looking for solutions to help manage diabetes better. Keeping these alarming figures and consumer needs in mind, the Horlicks Plus range, a set of specialized brands formulated to solve nutritional deficiencies, has forayed into the segment of Diabetes. Diabetes Plus, introduced by Horlicks, is a nutritional beverage which has been designed for Indian adults. It contains high fibre (22% of dual blend fibre). Research has shown that a diet rich in fibre helps reduce glucose and lipids in the blood#. <keyword id="12543075" type="General" weightage="20" keywordseo="horlicks-Diabetes-Plus" source="Orion">Horlicks Diabetes Plus</keyword> is high in protein and contains 16 vital nutrients. It contains Fibersol-2 and NUTRIOSE®. These fibres are known to promote satiety and reduce calorie intake. Commenting on importance of diet &amp; lifestyle for diabetes management, Dr Banshi Saboo, President, RSSDI said, “An unhealthy modern diet and low activity patterns are regarded as major drivers of diabetes increase in India and this needs to change. Studies have shown that fiber rich diabetes nutrition (FDN) has multiple benefits, including, improvement in glycemic control, reduction in glucose spikes, lowering of plasma lipid concentrations and weight management in T2DM patients.” Horlicks Diabetes Plus recently introduced its first TVC to highlight the importance of fibre for diabetic patients. Commenting on the TVC, Krishnan Sundaram, Vice President, Nutrition, HUL said “Diabetes is equivalent of a pandemic and India is facing an increasing burden of it with 24 Cr diabetics and prediabetics. We know that, nutrition and lifestyle can play a key role in its management. We are launching Horlicks Diabetes Plus, a supplement specifically formulated for at risk and diabetic individuals. With our communication, we want to educate consumers about the importance of high fibre for diabetics, and how Diabetes Plus which has dual blend high fibre fulfills 26% of your daily fibre requirements." <div type="Youtube" id="Pd3LvWcNpEg" title="Horlicks Diabetes Plus: Dual Blend High Fibre | Helps manage diabetes" thumbUrl="https://i.ytimg.com/vi/Pd3LvWcNpEg/mqdefault.jpg"></div> The copy showcases a concerned diabetic patient looking at reducing his sugar intake but is offered food items that seem to contain a high amount of sugar. While the patient is questioning the prevalence of sugar in various food items, the copy also highlights the importance of adding fiber to one’s diet in addition to reducing sugar in one’s diet. Commenting on the creative insights that went into the making of the film, Sumitra Sengupta, Executive Creative Director, FCB India said “When any one is pre-diabetic or a newly diagnosed diabetic, the immediate reaction is to cut down sugar. Our film opens with a middle-aged man worriedly asking about the sugar content of every food placed before him. But what starts out as being the correct thing to do, suddenly appears inadequate in the light of the Doctor’s announcement that high fiber helps manage Diabetes. This creates a perfect opportunity to introduce Horlicks Diabetes Plus which fulfills 26% of daily fibre needs. We hope it results in change in nutritional behaviour too - of not just reducing sugar, but adding fibre too.” Credits Agency: FCB India Production House: Milestone Films Producer: Ajay Vasu Director: Sandeep Yadav Creative: Swati Bhattacharya, Sumitra Sengupta, Kshitij Chandel Account Mgmnt: Debarpita Banerjee, Siddharth Kapoor, Priyanka Balasubramanian, Vedika Jain Planning &amp; Strategy: Kizie Basu, Aniruddh Subramanian Films Team: Ashish Barot

Horlicks taps into the segment of diabetes; launches a new campaign to highlight the importance of fibre consumption for diabetic patients

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Horlicks Protein Plus ropes in Akshay Kumar as its new brand ambassador

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Horlicks taps into the segment of diabetes; launches a new campaign to highlight the importance of fibre consumption for diabetic patients

BI India Partner

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