Gritzo has launched its flagship 2026 campaign, 'Protein Ki Zimmedari Hamari', as it looks to make children’s protein intake a mainstream conversation in Indian homes. The campaign positions the brand as a partner to parents navigating the challenge of ensuring adequate protein in their child’s daily diet.
Built around a familiar household insight, the campaign film captures mothers preparing protein-rich foods such as paneer, eggs, sprouts and chana, only to see children find inventive ways to avoid eating them. Through humour and warmth, the film underlines a serious concern around protein deficiency and closes with Gritzo’s promise to share that responsibility with parents through its product, Gritzo SuperMilk.
The campaign arrives amid growing awareness around children’s nutrition in India, with Gritzo seeking to shift the conversation from general health and growth claims to protein as a core building block in a child’s development.
Sameer Maheshwari, Founder, Gritzo said, "As parents become more informed, they are also looking for credible guidance that helps them make better nutrition decisions every day. That's the role we want to play by combining science-backed nutrition with education and meaningful conversations that simplify complex topics. 'Protein Ki Zimmedari Hamari reflects this larger commitment. We hope it encourages more families to think about protein not as an occasional nutrient, but as an essential part of a child's everyday nutrition and growth journey."
Sushant Kotian, Brand Head, Gritzo said, " Kids' nutrition in India has been a conversation about height growth, brain development and immunity. While protein, the real building block, stayed in the background. We made this campaign ‘Protein Ki Zimmedari Hamari’ to change that: to make protein the first conversation parents have, not the last."
Conceptualised by Gritzo in partnership with Enormous Brands, the digital-first campaign will roll out across YouTube, Instagram, Meta and OTT platforms, alongside educational content and brand-owned channels.
