Gritzo has unveiled its flagship campaign for 2026, ‘Protein Ki Zimmedari Hamari’, taking a bold step towards making children’s protein a mainstream conversation in Indian households.
At the heart of the campaign is a film inspired by a reality that unfolds in the house across the country every day. Told with warmth and humour, it captures mothers preparing protein-rich meals with paneer, eggs, sprouts and chana, only to watch children come up with clever ways to avoid eating them. The film concludes with Gritzo’s promise, ‘Protein Ki Zimmedari Hamari,’ reflecting the brand’s commitment to sharing parents’ responsibility through Gritzo SuperMilk, which delivers 2X Protein with No Refined Sugar.
Conceptualised by Gritzo in partnership with Enormous Brands, the campaign has been written by Sindhu Sharma, directed by Amit Mishr and produced by Absolute Films. It will roll out through a pan-India, digital-first strategy across YouTube, Instagram, Meta and leading OTT platforms, supported by Gritzo’s owned channels, including WhatsApp, its app and CRM ecosystem, along with nutritionist-led educational content. Featuring dedicated films for North and South India, the campaign has been designed to reflect regional nuances and ensure greater relevance for audiences across the country.
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.
Sindhu Sharma, National Creative Director – North, Enormous said, “The idea came from the universal mystery of why protein is the only thing on a child’s plate that never seems to make it into their stomach. Once we stopped looking at it as a nutrition problem and started looking at it as a parenting truth, everything clicked. It also helped that the Gritzo team never settled for ‘sounds right’. Every instinct was backed by consumer research, which pushed the work to be sharper and more honest. That’s how we landed on ‘Protein Ki Zimmedari Hamari, less of a tagline, more of a promise.
