Avvatar Targets Gen Z Through Digital Content

Avvatar, the sports nutrition brand from Parag Milk Foods, has partnered with India’s Got Latent as the show's official sponsor, strengthening its efforts to connect with younger audiences.

Conceptualised and executed by creative agency Django, the collaboration will feature integrated brand activations and content-led initiatives across digital platforms. The partnership comes as sports nutrition products continue to gain popularity beyond athletes and fitness enthusiasts.

Akshali Shah, Executive Director at Parag Milk Foods, said the sponsorship aligns with Avvatar’s vision of building a leading sports nutrition brand by engaging consumers on platforms that resonate with modern India. She added that the collaboration reflects the brand’s commitment to staying relevant and accessible as the category becomes increasingly mainstream.

Shivang Shah, Founder of Django, said India’s Got Latent has emerged as a strong cultural property with a highly engaged audience, making it an ideal platform to enhance Avvatar’s visibility, expand its reach and strengthen its position in India’s growing sports nutrition market.