Protinex has partnered with Kaun Banega Crorepati (KBC) to raise awareness about the importance of protein in a healthy lifestyle. As a co-powered partner of KBC 16, Protinex will highlight protein’s role in nutrition through audience polls, where participants will receive Protinex hampers. Amitabh Bachchan will also educate viewers about protein’s benefits.
Sriram Padmanabhan, Marketing Director at Danone India, emphasized the partnership’s goal to inspire healthier choices, while Sony Pictures Networks India and Wavemaker India highlighted the show’s ability to engage audiences in meaningful ways. The collaboration aims to bridge India’s protein gap by combining entertainment with educational content, encouraging viewers to prioritize their health.