Leading protein-snacking brand Max Protein has announced the signing of Bollywood star Kartik Aaryan as their brand ambassador. The company plans to leverage Aaryan’s popularity and fan base to build a stronger connection with its target audience, which includes the younger generation.

As part of the collaboration, Max Protein will launch an exciting new campaign called ‘Protein Police,’ which aims to educate consumers about the importance of incorporating protein into their diet and promote Max Protein’s protein-rich snacks as a healthy snacking option. The campaign is aligned with Aaryan’s fitness and active lifestyle, making him the perfect fit for the brand.

“I believe that adequate protein intake plays a crucial role in living a healthy lifestyle, which should ideally be a necessity rather than a choice,” said Aaryan. “I am pleased to come onboard with Max Protein to endorse and further boost the idea of healthy yet tasty protein bars and cookies.”

Vijay Uttarwar, CEO at Naturell India Pvt Ltd, which owns Max Protein, said, “Association with a popular celebrity like Kartik Aaryan will maximize the reach for the Max Protein brand. This will help the brand to stand out in the market and attract more customers. Our brand aims to cater to the younger generation who are looking for convenient and healthy snacking options. Thus, the credibility and trust factor of Kartik Aaryan will help to further cement Max Protein’s name in the market by reaching out to our key audience.”

In addition to the ‘Protein Police’ campaign, Max Protein also plans to launch limited edition products featuring Kartik Aaryan’s image to create buzz and drive sales. The brand is committed to developing products that are not only healthy and nutritious but also delicious and satisfying, catering to the changing tastes and preferences of consumers.