Godrej Yummiez’s campaign ‘Protein to bahana hai, Godrej Yummiez khaana hai’ has secured the 32nd position in IMPACT’s Top 75 Campaigns of 2025, earning recognition for its sharp storytelling and culturally relevant messaging around everyday protein consumption.
The campaign taps into a growing shift in Indian households, where chicken nuggets are no longer seen as just an indulgent snack but as a versatile and convenient food choice. Anchored in this insight, the films position protein as a key consideration in daily diets, without compromising on taste.
A key creative highlight of the campaign is its role reversal narrative. Flipping the traditional parent-child dynamic, the film show children educating their parents about smarter food choices. Through humour, affection and subtle reverse psychology, the children reject low-protein snacks and steer their parents towards Godrej Yummiez Chicken Nuggets, which offer 16g of protein per serving.
The campaign was curated by Godrej Creative Lab, with creative direction led by Swati Bhattacharya, Global Head, Godrej Creative Lab.
For the 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters including narrative clarity, creative execution, originality and production quality, with the Godrej Yummiez campaign standing out for its relatable storytelling and effective use of humour to drive a nutritional message.
