Zydus Wellness – RiteBite Max Protein has unveiled its ‘Protein Resolution Matlab No Cheating’ on-ground activation for New Year 2026, addressing India’s widespread protein deficiency through experiential engagement. Created and conceptualised by Schbang, the campaign features an innovative approach: using bold yellow-and-black footsteps inspired by metro wayfinding systems to physically guide commuters toward protein awareness – a smart intervention designed to convert fitness resolutions from mental intentions into physical actions.
The campaign’s strength lies in its behaviour-led approach. Instead of passive advertising, Zydus Wellness – RiteBite Max Protein embedded protein awareness directly into people’s daily commute. Studies indicate that over 60% of urban Indians don’t meet their daily protein RDA* , with unhealthy snacking being a major contributor. The activation addresses this by using footsteps that lead commuters step-by-step to Zydus Wellness – RiteBite Max Protein Kiosks where they take the New Year’s Protein Pledge, participate in interactive fitness challenges like Bend the Bar and Arm Wrestling, engage with nutritionists through trivia, and sample products.
This approach creates memorable moments that make people physically walk towards their fitness goals rather than just thinking about them. Most resolutions fail because they remain just thoughts. People decide something in their mind, but they do not take physical action. There is no trigger that pushes them to actually move.
The campaign resonates with urban Indians aged 18-40, particularly office-goers and daily commuters who intend to eat better but struggle with unhealthy snacking habits, making protein awareness accessible to first-time protein snack users through non-intrusive, metro-embedded experiences.
Dr. Ravinder T Varma, Sr. Brand Manager at Zydus Wellness – RiteBite Max Protein says, “Every year, New Year resolutions begin with intent but often lose momentum. We wanted to change that. Instead of only talking about fitness, we encouraged people to take a visible step towards their goals. By placing footsteps in their daily commute, we turned a routine journey into a simple reminder about mindful protein choices. ‘Protein Resolution Matlab No Cheating’ is our way of bringing protein awareness into everyday life. When Protein Snacking options are visible and accessible, making better choices becomes easier.”
Tejasva Amarnani, Creative Lead, Schbang says, “New year’s campaigns every year bombard audiences with motivation that leads nowhere. We realised that when it comes to protein intake resolutions, motivation isn’t the gap. People lack the steps and the direction to fulfill them. So we thought, “Let’s help them take the steps in the most fun way possible.” The #ProteinResolutionMatlabNoCheating campaign establishes Zydus Wellness – RiteBite Max Protein as a brand that thinks differently about New Year resolutions, proving that protein snacking means no cheating on fitness commitments.
