Avvatar India Partners with MTV Roadies Double Cross to Fuel Fitness Journeys

Avvatar India, the premium vegetarian whey protein brand from Parag Milk Foods Ltd., is elevating its mission of promoting fitness and well-being through an exciting co-sponsorship with MTV Roadies Double Cross. Known for its high-performance products designed to fuel fitness journeys, Avvatar India is positioned as an ideal companion for individuals striving to achieve their health goals. This collaboration underscores Avvatar's commitment to supporting active lifestyles and bridging the nutrition gap in India by seamlessly integrating into dynamic environments and offering high-quality nutrition.

As a co-sponsor of MTV Roadies Double Cross, Avvatar India brings its ethos of performance, strength, and determination to the show. The show takes contestants on an adventurous journey through Hampi, Mysuru, Pollachi, Kodaikanal, and Rameswaram, where the brand’s presence will be prominent. Through branded fitness tasks, exclusive “Jump-the-Queue Pass” rewards during auditions, and custom-designed Avvatar India stations, the partnership highlights shared values of strength, perseverance, and grit.

To further connect with its target audience, Avvatar India will leverage engaging digital campaigns that include behind-the-scenes content and influencer-driven reels, creating deep resonance with fitness enthusiasts and young, adventure-seeking viewers. This collaboration amplifies the brand’s position as the go-to whey protein choice for India’s active lifestyle.

Akshali Shah, Executive Director, Parag Milk Foods Ltd. said, “At Avvatar India, we are dedicated to empowering individuals to #ReconstructYourself with premium whey protein and sports nutrition supplements. Our partnership with MTV Roadies Double Cross, a show that embodies grit, determination, and the unyielding spirit of today’s youth, perfectly aligns with our values. Through this collaboration, we aspire to inspire the next generation to break barriers, overcome obstacles, and embrace a healthier, stronger lifestyle while realizing their full potential." 

As a co-sponsor, Avvatar India is poised to benefit from the event’s extensive reach. With over 58 million TV viewers, 8 billion+ viewing minutes, 3.1 billion+ digital impressions, and 2.4 billion+ digital reach, the collaboration ensures the brand's visibility among its target audience. Avvatar India’s integration into the thrilling challenges and interactive activities of MTV Roadies Double Cross helps establish a strong connection with its audience, further strengthening the brand’s position as the preferred whey protein for fitness enthusiasts. Through strategic digital campaigns and engaging influencer collaborations, Avvatar India aims to resonate with young, adventure-seeking individuals while expanding its relevance and reach across India.