Protinex has launched #NoChairDare, a nationwide awareness movement designed to spotlight India’s growing protein gap by encouraging people to test their everyday muscle strength through a simple wall-sit challenge. The initiative brings attention to the combined impact of sedentary lifestyles and low protein consumption, translating nutrition awareness into an easy, relatable action.
Live across digital platforms including Instagram and YouTube, the campaign challenges participants to hold a wall-sit position for an average benchmark of 27 seconds for women and 34 seconds for men. These time frames act as quick, practical indicators of functional muscle strength. Those who complete the challenge are encouraged to continue prioritising strong nutritional habits, while those who struggle are nudged to reflect on their protein intake and overall lifestyle choices.
To drive national participation, Protinex has partnered with 25 digital creators and fitness influencers, with more collaborations planned. By amplifying user-generated content, the campaign aims to spark authentic, peer-led conversations around muscle strength, functional fitness, and everyday nutrition. The campaign film reinforces a key insight: while many Indians believe their regular meals provide sufficient protein, functional muscle strength often tells a different story.
Despite growing health awareness, Indian adults derive only 9–11% of their daily energy intake from protein, largely due to carbohydrate-heavy diets. While no single test can diagnose protein deficiency, functional strength challenges like the wall sit can serve as a practical cue to reassess nutritional habits.
Positioned as a solution to bridge this everyday gap, Protinex offers up to 40% of daily protein needs in a convenient serving, enriched with BCAAs to support muscle strength and vitality. Through #NoChairDare, Protinex reframes protein intake as an accessible, daily habit-encouraging Indians to assess their strength, rethink their nutrition, and take active steps toward healthier lifestyles.
