Gritzo has launched its flagship 2026 campaign, ‘Protein Ki Zimmedari Hamari’, as the children’s nutrition brand seeks to draw greater attention to protein consumption among Indian children.
The campaign is built around a challenge many parents face at home. While awareness about the role of protein in children’s growth has increased, ensuring children regularly eat protein-rich foods remains difficult. Studies by the Indian Council of Medical Research and National Institute of Nutrition, and findings from NFHS 5, have also highlighted that a significant number of children do not meet their recommended protein intake during their growing years.
The campaign film depicts everyday household moments where mothers prepare protein-rich foods such as paneer, eggs, sprouts, and chana, only for children to find creative ways to avoid eating them. The narrative highlights the gap between parents’ efforts and children’s eating habits, positioning Gritzo’s protein drink as an alternative protein source in children’s diets.
Developed in partnership with Enormous Brands, the campaign has been written by Sindhu Sharma, directed by Amit Mishra, and produced by Absolute Films. It will be distributed through a digital-first media plan across YouTube, Instagram, Meta platforms, and OTT services. Gritzo will also extend the campaign through its WhatsApp channel, mobile app, CRM ecosystem, and nutrition-focused educational content.
The campaign includes separate films for North and South India to reflect regional preferences and improve relevance across different audiences.
Watch the campaign
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.
