Optimum Nutrition has rolled out a campaign 'Apne Andar Ki Taaqat Jagao' (awaken your inner strength), featuring Olympic medallist PV Sindhu to champion the cause of encouraging women to pursue their fitness journeys and sporting dreams while raising awareness about the importance of high-quality nutrition.

The ad film sheds light on various stereotypes women face today regarding physical fitness and mental strength, and how high-quality nutrition plays an important role in breaking these barriers.

What we think about it: Powerfully addresses stereotypes about women's fitness and underscores the vital role of quality nutrition in breaking these barriers. It effectively inspires women to pursue their fitness journeys, backed by Sindhu's exemplary achievements and dedication.

Satyavrat Pendharkar, chairman and managing director, Glanbia Performance Nutrition India, said, "We are honored to have PV Sindhu as part of the Optimum Nutrition family. She has been a pioneer in women's sports, inspiring the next generation of women in the country. Her commitment and dedication align perfectly with Optimum Nutrition's philosophy of empowering individuals. Our new campaign, 'Apne Andar Ki Taaqat Jagao,' featuring Sindhu, addresses various stereotypes attached to women’s physical and mental well-being while highlighting the significance of high-quality sports supplements."

Pendharkar added, “The understanding of sports nutrition is increasing at a rapid pace, and our association with an athlete of Sindhu’s stature will ensure that women have the awareness and accessibility of high-quality performance nutrition products suitable to their needs. This will help them not only reach their respective fitness milestones but also break the stereotypes in women’s fitness."