Avvatar, the sports nutrition brand from Parag Milk Foods, has partnered with India’s Got Latent as the official Protein Partner for Season 2. The sponsorship, conceptualised by Django, is part of the brand’s strategy to expand its reach beyond the traditional fitness audience and strengthen visibility among mainstream consumers.
The association comes as the premiere episode of India’s Got Latent Season 2 crossed 50 million plus views across YouTube and Netflix, making it one of India’s most widely watched digital entertainment properties. The scale of the platform offers Avvatar an opportunity to engage with a large, young, and digitally active audience.
The partnership also reflects the growing mainstream adoption of protein in India. Once associated primarily with athletes and fitness enthusiasts, sports nutrition is increasingly becoming part of everyday health and wellness routines, prompting brands to engage consumers through culture and entertainment.
Through the sponsorship, Avvatar aims to connect with audiences who view fitness, nutrition, and self improvement as part of their lifestyle. As part of the collaboration, the brand will roll out integrated activations and content led initiatives across digital platforms to strengthen consumer engagement and brand recall.
The collaboration was conceptualised and executed by Django, Avvatar’s strategic and creative agency partner.
Commenting on the association, Akshali Shah, Executive Director, Parag Milk Foods, said, “At Avvatar, our vision is to build India’s leading sports nutrition brand by consistently delivering high-quality products and engaging meaningfully with consumers. As the category continues to evolve and become increasingly mainstream, it is important for us to be present on platforms that command attention and connect with large audiences.”
He further added, “This sponsorship reflects our commitment to building a strong consumer brand that remains relevant, visible and connected with the aspirations of modern India.”
Commenting on the partnership, Shivang Shah, Founder, Django, said: “The objective was to identify a platform that reflects the changing media consumption habits of young India. India’s Got Latent has built a highly engaged audience and emerged as a significant cultural property in the digital ecosystem.”
He further added, “For Avvatar, this association provides an opportunity to strengthen brand salience, expand consumer reach, and reinforce its leadership ambitions in one of India’s fastest-growing nutrition categories.”
