Mumbai: Steadfast Nutrition has launched a pan-India campaign, ‘Thakna Nahi, Rukna Nahi’ #EnergiseIndia ahead of Republic Day. As per the company, the campaign aims to motivate Indians to tackle the problem of fatigue prevalent in urban India through energy-giving foods and supplements. Additionally, the campaign celebrates the resilience of Indians and their progress despite fatigue and other challenges.

Talking about the campaign, Aman Puri, founder Steadfast Nutrition, said, “As per a 2022 study published in ResearchGate, more than a quarter of Urban Indians suffer from fatigue, which is corroborated by the published literature. Fatigue, prevalent in India due to prevailing stressful lifestyles, leads to tiredness, lethargy, and the inability to concentrate, hampering the quality of life and productivity and posing a socio-economic burden on society. Even otherwise, most people experience a dip in energy levels as they progress through the day. The campaign theme Thakna Nahi, Rukna Nahi’ #EnergiseIndia aligns with India’s values of perseverance, progress, and the spirit of Indians, making it a fitting choice to inspire people on Republic Day.”

Among the highlights of the campaign is a video that showcases the improvement in performance and energy levels of nation builders, including a doctor, army officers, construction workers, an athlete, a student, and a young child after consuming vital energy-boosting macro and micronutrients. The video also showcases the contributions of these individuals who work with resilience for the development of the country.

Besides, around 40 athletes associated with Steadfast Nutrition amplified the brand’s voice, campaigning to educate people about the importance of consuming energy-boosting foods, including Indian national football team member Dalima Chibber, IPL fielding coach Biju George, renowned TV actor and fitness enthusiast Shweta Gulati and former Mr Universe and bodybuilding icon Rohit Shetty.