Sameera Reddy has highlighted a new approach to everyday fitness and nutrition as part of Horlicks’ latest campaign for its new Horlicks Protein Powder. The actor and fitness personality is associated with the campaign, helping communicate the brand’s message that staying active and maintaining nutrition are not limited to time spent at the gym.
The campaign, built around the thought “Your Day Is the Real Workout,” presents everyday activities such as working, travelling, managing household responsibilities and staying active throughout the day as forms of physical exertion that require energy and strength.
Through her participation in the campaign, Reddy brings this idea into the conversation around everyday fitness, encouraging a broader view of nutrition beyond conventional workout routines. Her role is primarily to front and communicate the campaign’s message, rather than being involved in the development or formulation of the product.
Horlicks has launched its new Protein Powder as a convenient way of adding protein to everyday nutrition. Each serving provides 24 grams of protein and 4 grams of prebiotic fibre. The product is available in single-serve sachets, designed for convenient use at the office, while travelling or during a busy day.
The product contains fermented yeast protein, which the company says provides all nine essential amino acids. It is also stated to have a PDCAAS score of 1.0 and contains inulin prebiotic fibre and papain. The powder is available in Chocolate, Coffee and Unflavoured variants.
Rajneet Kohli, Executive Director, Foods, Hindustan Unilever Limited, said protein is a natural extension for Horlicks, a brand with a legacy of more than 100 years, as consumer nutritional needs evolve.
Sujatha Jayaraman, Vice President & Head, Foods R&D & Regulatory Affairs, also highlighted the importance of considering both the quantity and quality of protein in nutrition.
The 1 kg pack contains 28 single-serve sachets, removing the need to measure portions using a scoop. With the campaign, Horlicks is positioning protein as something that can fit into the routines of everyday consumers, rather than being associated only with dedicated fitness enthusiasts.
For Sameera Reddy, the campaign provides an opportunity to communicate this wider understanding of fitness and nutrition to consumers. Her involvement gives the campaign a familiar public face while Horlicks uses the launch to promote its new protein product and its relevance to active, everyday lifestyles.
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