RiteBite Max Protein Walkable Campaign Turns Commute Into Action

Zydus Wellness’ RiteBite Max Protein has launched an on-ground activation titled “Protein Resolution Matlab No Cheating” to address India’s protein deficiency and encourage stronger follow-through on New Year fitness goals.

The campaign, created by Schbang, takes a walkable awareness campaign approach that integrates health and nutrition awareness into daily commuter routes.

Instead of traditional static advertising, the activation features yellow-and-black footsteps inspired by metro wayfinding systems.

These footprints guide commuters to interactive brand kiosks, linking everyday travel with protein awareness.

Studies indicate that over 60% of urban Indians do not meet their recommended daily protein intake, highlighting a growing need for high-protein snacks and better dietary choices.

• RiteBite Max Protein turns daily commutes into protein awareness action
• Walkable on-ground campaign tackles protein deficiency in urban India
• Zydus Wellness promotes fitness follow-through with interactive protein activation

Installed in high-footfall commuter zones, the footsteps lead to RiteBite Max Protein kiosks where participants can take the New Year’s Protein Pledge, attempt fitness-based challenges such as “Bend the Bar” and arm-wrestling contests, and take part in nutrition quizzes. Product sampling of protein bars in India is also part of the engagement. The format is designed to translate fitness resolutions into visible action during routine commutes while reinforcing urban health campaigns.

Dr. Ravinder T. Varma, Senior Brand Manager at Zydus Wellness – RiteBite Max Protein, stated that the objective was to create a physical reminder within everyday spaces that promotes consistent dietary habits rather than short-term motivation. The activation primarily targets urban consumers between 18 and 40 years of age, especially working professionals seeking healthy snacking options amid demanding schedules.

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Tejasva Amarnani, Creative Lead at Schbang, noted that many New Year campaigns create initial excitement but fail to sustain behavioural change. By directing consumers step by step toward participation, the campaign strengthens protein awareness in India and reinforces the brand’s positioning in the growing functional food market.