Protinex Launches National #NoChairDare Campaign to Raise Awareness on Muscle Strength

Mumbai :  Protinex, one of India’s most trusted nutrition brands, has launched a nationwide campaign titled #NoChairDare to encourage people to assess their muscle strength through a simple wall-sit challenge. The initiative aims to raise awareness about the growing impact of sedentary lifestyles and widespread protein deficiency among Indian adults.

To amplify the campaign’s reach across the country, Protinex has partnered with 25 leading digital creators and fitness influencers. Additional collaborations are expected to be announced in the coming weeks.

The #NoChairDare challenges participants to hold a wall-sit position for an average of 27 seconds for women and 34 seconds for men. Those who successfully complete the challenge are encouraged to maintain balanced nutrition, while those who struggle are advised to evaluate their daily diet and consider increasing their protein intake.

Protinex helps bridge the everyday protein gap, with one serving providing up to 40% of the daily protein requirement. Its specialized formulation is enriched with high-quality protein and BCAAs to support muscle strength and daily energy, making it easier to incorporate protein into everyday routines.

According to nutrition data, Indian adults derive only about 9–11% of their total daily energy from protein, largely due to carbohydrate-heavy dietary patterns.

Commenting on the campaign, Ms. Priyanka Verma, Marketing Director at Danone India, said, “Through #NoChairDare, we want to move beyond simply spreading nutritional awareness and drive real behavioral change. Muscle strength is something people can immediately feel. Protinex aims to make protein an easy, everyday part of a balanced and active lifestyle.”