Gritzo has launched its 2026 campaign, “Protein Ki Zimmedari Humari,” tackling a problem most Indian parents know intimately: getting kids to actually eat their protein. The campaign centres on a film showing mothers preparing protein-rich staples like paneer, eggs, sprouts, and chana, only to watch their children skilfully dodge every bite, before closing on the line that gives the campaign its name.
The film positions Gritzo SuperMilk as a solution to a gap the brand says is backed by data, citing ICMR-NIN and NFHS-5 findings that many Indian children fall short of recommended protein intake during critical growing years.
Founder Sameer Maheshwari framed the campaign as part of a larger effort to simplify nutrition science for increasingly informed parents, hoping it shifts protein from an occasional afterthought to a daily priority. Brand head Sushant Kotian was more pointed, noting that Indian kids’ nutrition conversations have long centred on height, brain development, and immunity, while protein, arguably the real building block, stayed sidelined.
Conceptualised with Enormous Brands, the campaign was written by Sindhu Sharma, directed by Amit Mishra, and produced by Absolute Films, with separate versions created for North and South India. It rolls out digital-first across YouTube, Instagram, Meta, and OTT, alongside Gritzo’s owned channels including WhatsApp, its app, and CRM ecosystem.
Sharma described the creative spark as reframing a “nutrition problem” into a “parenting truth,” a shift she said was sharpened at every step by consumer research rather than instinct.
