Women's fitness and nutrition takes centre stage via this campaign

NEW DELHI, Jan. 27, 2023 /PRNewswire/ — World's #1 Sports Nutrition brand, Optimum Nutrition^® launched a campaign to highlight its partnership with three exceptional female athletes, Priya Punia, Afshan Ashiq, and Sangeeta Phogat. They are all at the top of their respective sport and have joined the Optimum Nutrition^® team as part of the initiative to shine a light on the achievements of Women athletes in India and to help promote the importance of proper nutrition for female athletes as well as for overall wellness and fitness for women.

Speaking on the campaign, ON Brand Ambassador and national cricketing champion, Rishabh Pant said, “When I came on board with Optimum Nutrition^®, it was due to a shared philosophy on nutrition and fitness. Seeing this campaign which is a testament to the indomitable spirit of Indian sports women, that pushes them to do MORE, to go beyond their limits so that the world will have no other choice but to sit up and take notice, my belief in their ethos is cemented further. We need to make good nutrition inclusive and gender-neutral. Women athletes from across India have a long way to go here and I am really glad that ON has taken this first step to work closely with them.”

Satyavrat Pendharkar, Vice President – Glanbia Performance Nutrition India Pvt. Ltd. (South Asia & META), shared his enthusiasm, “We are thrilled to be leading the charge in championing female athletes as ambassadors for our newest initiative. These women are not only talented and accomplished in their respective sport, but they also serve as powerful role models for all individuals, regardless of gender.”

These three athletes who are part of the campaign aptly titled – There is MORE in all of Us; are not only leaders in their respective fields but also serve as role models for young girls across India. They will be working closely with Optimum Nutrition^® to educate women about the importance of the right kind of nutrition and to encourage them to optimise their performance with the same.

The video campaign is a well-crafted narrative that features the three athletes in a gritty, inspirational avatar. The central premise of the video is that the value of an athletic medal is immune to the gender of the athlete, over and above that, it is a matter of great national pride. The video seeks to inspire viewers by showing the strength and determination of these women who are shaping the path for women's sports in India.

Sangeeta Phogat is a champion in the field of women's wrestling and a favourite to represent India in the 55KG category at the upcoming Olympic Games, in 2024. She spoke about her partnership with Optimum Nutrition, “For me, as an athlete, having a balanced and protein-rich diet, especially being a vegetarian, is extremely important. To compete and excel against the world's best, I personally trust and use Optimum Nutrition for my protein needs and like me, for over 35 years, the world's best athletes have trusted it.”

Afshan Ashiq was among the first female footballers out of Kashmir. She also started an academy for girls in Kashmir and was honoured as a Fit India ambassador and appreciated by the Hon'ble Prime Minister of India, Shri Narendra Modi. In her early days as a professional footballer, Afshan found it challenging to stay fit during the off-season, this is where she began to realize the importance of nutrition. She found that with the right nutrition, she could train longer and recover faster. Afshan said, “It is hard for female athletes in India to access the right kind of nutrition, there is also a lack of awareness about this. I am grateful that Optimum Nutrition has supported my nutritional needs and this had a huge impact on my fitness. Optimum Nutrition's objective to grow and educate female athletes on the importance of nutrition resonated with me as they have stood by several young athletes over the last 35 years.”

Priya Punia, a promising cricketer and capped Indian player, who debuted in 2019 with a match-winning, unbeaten half century against South Africa, is also featured in the campaign. The right hander has endured a challenging journey, from having to move to Delhi to pursue cricket, to losing her mother during the Covid pandemic. However, her resilient character and supportive family have allowed her to stay consistent. She shared her fitness philosophy, “We athletes have a rigorous schedule of playing and working out and therefore an increased need for protein. Protein is a very important component of our fitness and recovery. Irrespective of whether it is a male or female sportsperson, everyone needs to have an effective recovery and nutrition. I have been a long-time user of Optimum Nutrition Gold Standard 100% Whey as it is the world's #1 sports protein powder, and it was recommended to me by a lot of my fellow athletes.”

Checkout the campaign video: https://youtu.be/udqQWTGw_tE

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