Britannia NutriChoice has launched a new campaign featuring Aamir Khan, centred on the idea that a single good choice can influence the rest of one’s day. The narrative draws from everyday decision-making moments—such as whether to add sugar to tea—to highlight how small behavioural shifts often create momentum for subsequent choices. The brand has also announced the introduction of a new variant, the 100% Millets Apple Cinnamon flavoured cookies, as part of its expanding portfolio.
Watch the first film here:
Conceptualised by Lowe Lintas, the campaign uses slice-of-life situations to illustrate how one positive choice can make the next feel easier and more intuitive. Aamir Khan appears in the films, bringing humour and relatability to the storyline as the brand’s newly introduced face for this communication.
Britannia NutriChoice currently offers a range of cookies positioned around diverse snacking preferences, including NutriChoice Digestive made with 100% atta and no maida, and NutriChoice Oats & Millets, which now includes millet flour and comes in multiple flavours.
The newly launched 100% Millets Apple Cinnamon flavoured cookies are made with millet flour*, led by jowar, and include foxtail and ragi. The recipe is designed without added sugar, maida or palm oil. The product will be available through modern trade and q-commerce channels in key metro markets.
Watch the 2nd film here:
Speaking about the association, Aamir Khan said, “What I liked most about this campaign is how real and simple the thought is. We all make small choices every day without thinking too much about them, and this idea reminds you that even one good choice can make the next one easier and gently change the flow of your day. Britannia NutriChoice just wanted to have a light, honest conversation with people, and that really spoke to me. The films were great fun to shoot because they reflect moments, we all recognise from our own lives.”
Siddharth Gupta, General Manager- Marketing, Britannia Industries, said, “At Britannia NutriChoice, we believe that good choices often begin with the smallest decisions, and they have the power to influence everything that follows. Our new proposition, ‘One good choice makes the next one easier,’ captures this truth in a way that is simple, relatable, and deeply relevant today. Aamir Khan brings this idea to life, and his presence adds a subtle wit to this thought. His ability to connect with people across generations makes him a natural fit for our proposition. With the launch of our 100% Millets Apple Cinnamon flavoured cookies, we are further strengthening our portfolio with choices that blend taste, familiarity and everyday relevance. Through this campaign, we hope to encourage people to make that one good choice, because once that happens, the next one truly does get easier.”
Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas, said, "One good choice is such a powerful little thing to make. When you say you want to take the stairs today, you automatically feel like skipping sugar in your tea the same day. That’s all Britannia NutriChoice wanted people to do. Instead of your usual snack, go for some fibre. And we’re certain, this one good choice can make people take many others. And who better than Aamir to talk about good choices."
As consumer snacking habits shift toward options that fit individual routines and daily pauses—such as tea breaks or in-between work moments—the brand’s new proposition aligns with conversations about small, sustainable decisions. Through this campaign, NutriChoice continues to explore how familiar formats like cookies can fit into evolving preferences around mindful snacking.
Watch the 3rd film here:
