Kartik Aaryan features in the ‘Protein Police’ commercial for Max Protein

After releasing the teaser of this commercial, Max Protein unveiled the latest TVC featuring Kartik Aaryan on April 25.

April 25, 2023 - 3:41 PM IST

While we earlier gave you a glimpse of the teaser of Kartik Aaryan featuring as the 'Protein Police' for Max Protein, the protein-snacking brand recently unveiled the entire television commercial on April 25 featuring the Bhool Bhulaiyaa 2 actor. The ad film has been conceptualised and produced by Schbang Motion Pictures and directed by Rajat Mehtani and as for the campaign, it is expected to target a younger demographic, including millennials and Gen Z, to create a behavioural change in their snacking choices by steering them towards a high-protein snack option that is also convenient and tasty.

Kartik Aaryan features in the ‘Protein Police’ commercial for Max Protein

Talking about the campaign, Mr. Ravinder Varma, Brand Manager, Naturell India (Max Protein), said, "At Max Protein, we are thrilled to introduce our latest campaign, Protein Police, with the Superstar Kartik Aaryan as our brand ambassador. With this campaign, we aim to bring awareness to the importance of protein snacking and position Max Protein as the daily high-protein snacking option with a clear communication message of ‘Protein Snacking Matlab no Cheating.’”

As for the concept of ‘Protein Snacking Matlab No Cheating’, Mr. Vijay Uttarwar, CEO, Naturell India (Max Protein), commented, "At Max Protein, we believe that snacking shouldn't be about compromising on taste or health. We strive to provide our consumers with the best of both worlds, and that's what sets us apart. With the launch of our Protein Police campaign, we aim to not only create a new category of snacking but also start a conversation about the importance of protein in our diets."

Mr. Manish Kinger, Executive Creative Director, Schbang Delhi added, "The brief was simple, let's disrupt the world of snacking while positioning Max Protein as a tasty and high-protein go-to snack. In this objective to start a new conversation, we saw an opportunity to create a whole new category of snacking, and 'protein-snacking' was born. To deliver the truth of 'Protein-snacking Matlab no Cheating', we created Protein Police. This behavior change Police exists to convert snacking occasions into self-reflection occasions, nudging the audience to look for protein in their snacks and indulge in protein-snacking instead. This film is one of the many protein-snacking interventions that we will be introducing under the universe of Protein Police."

Also Read: Kartik Aaryan turns ‘Protein Police’ for Max Protein; watch teaser