~ Britannia NutriChoice introduces its new 100% Millets Apple Cinnamon cookies ~*
Britannia NutriChoice, one of India’s leading biscuit brands, has launched a new campaign built on a simple yet powerful idea: one good choice can make the next one easier. The narrative draws from everyday decisions-like whether to add sugar to tea-and shows how a single positive choice can set the tone for the rest of the day. Bringing this message to life is Aamir Khan, who joins NutriChoice as the face of the campaign, adding his trademark ease and understated humour to the storytelling.
Conceptualised by Lowe Lintas, the films move beyond a standalone moment to demonstrate how good choices can create a shift in mindset. Through relatable daily scenarios and Aamir’s natural screen presence, the campaign underscores how small, mindful decisions can make subsequent ones feel lighter and more intuitive.
Britannia NutriChoice today offers a broad range of cookies tailored to varied snacking habits. The portfolio includes NutriChoice Digestive, made with 100% atta and no maida*, as well as the refreshed NutriChoice Oats & Millets range, now crafted with millet flour and available in three flavours.
Expanding its offerings, the brand has introduced its latest variant-100% Millets Apple Cinnamon flavoured cookies*, made with millet flour and led by jowar, complemented by foxtail and ragi. The recipe is built on thoughtful choices: no added sugar, no maida and no palm oil. Priced at ₹55 for a 100g pack, the product will be available across modern trade and leading quick-commerce platforms in key metro cities.
Aamir Khan shared, “What I appreciate most about this idea is its simplicity. We all make small choices every day, and this campaign gently reminds us how one good decision can influence the rest of our day. Shooting these films was enjoyable because they reflect moments from all our lives.”
Siddharth Gupta, General Manager – Marketing, Britannia Industries, added, “Our proposition, ‘One good choice makes the next one easier,’ captures a universal truth. Aamir’s ability to connect across generations makes him the ideal ambassador for this thought. With the launch of our 100% Millets Apple Cinnamon cookies, we’re offering consumers options that blend taste, familiarity and everyday relevance.”
Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas, said, “A good choice is a powerful trigger. Skip the lift, and suddenly skipping sugar feels easier too. NutriChoice wants people to make that one good switch-with a cookie that brings fibre into their routine.”
As snacking evolves, NutriChoice continues encouraging simple, mindful habits by offering everyday formats-like cookies during tea breaks or mid-work pauses-made with better ingredients.
*On % flour basis
