Avvatar, the sports nutrition brand from Parag Milk Foods, has announced its sponsorship of the digital entertainment show India’s Got Latent.
The partnership forms part of the brand’s broader strategy to expand its reach among younger consumers, as protein products increasingly find adoption beyond traditional athletes and fitness enthusiasts.
The collaboration was conceptualised and executed by Django, Avvatar’s creative and strategic agency partner, and will include integrated brand activations along with content-led initiatives across digital platforms.
Akshali Shah, Executive Director at Parag Milk Foods, said Avvatar’s vision is to build India’s leading sports nutrition brand by consistently delivering high-quality products while engaging meaningfully with consumers. She noted that as the category continues to evolve and become more mainstream, the brand needs visibility on platforms that command attention and reach large audiences, adding that the sponsorship reflects Avvatar’s commitment to staying relevant, visible, and connected to the aspirations of modern India.
Shivang Shah, Founder of Django, said the goal was to find a platform that mirrors the shifting media consumption habits of young India. He pointed to India’s Got Latent’s highly engaged audience and its emergence as a significant cultural property within the digital ecosystem, adding that the partnership gives Avvatar an opportunity to strengthen brand salience, widen consumer reach, and reinforce its leadership ambitions in one of India’s fastest-growing nutrition categories.
