Gritzo launches Protein Ki Zimmedari Humari to spark nutrition conversation

MUMBAI: Getting children to eat protein-rich food has long been a daily tug-of-war in Indian homes. Now, Gritzo wants to turn that familiar struggle into a national conversation with the launch of its new campaign, ‘Protein Ki Zimmedari Humari’.

The science-backed personalised children’s nutrition brand says the campaign is designed to move the discussion beyond simply recognising the importance of protein and encourage parents to make it a regular part of their children’s diets.

The initiative comes against the backdrop of growing awareness around nutrition in India. While parents are increasingly conscious of protein’s role in supporting children’s growth and development, ensuring adequate daily intake remains a challenge. According to findings from the Indian Council of Medical Research and the National Institute of Nutrition, as well as data from the National Family Health Survey, many Indian children continue to consume less protein than recommended during their formative years.

At the heart of the campaign is a light-hearted film inspired by a familiar household scene. It follows mothers preparing protein-rich meals featuring paneer, eggs, sprouts and chana, only to watch children creatively avoid eating them. The story concludes with Gritzo’s promise, ‘Protein Ki Zimmedari Humari’, positioning the brand as a partner in helping parents meet their children’s nutritional needs through its Gritzo SuperMilk product, which contains twice the protein and no refined sugar.

Commenting on the campaign, Gritzo founder Sameer Maheshwari said today’s parents are increasingly looking for credible guidance that helps them make informed nutrition choices.

He said the company aims to combine science-backed nutrition with education and meaningful conversations that simplify complex topics. Maheshwari added that the campaign seeks to encourage families to think of protein not as an occasional nutrient but as an essential part of a child’s daily growth journey.

Sharing the brand’s perspective, Gritzo brand head Sushant Kotian said conversations around children’s nutrition in India have traditionally focused on height, brain development and immunity, while protein has often remained in the background. He added that the campaign aims to make protein the starting point of nutrition discussions rather than an afterthought.

Conceptualised by Gritzo in partnership with Enormous Brands, the campaign has been written by Sindhu Sharma, directed by Amit Mishra and produced by Absolute Films. It will roll out through a digital-first strategy spanning YouTube, Instagram, Meta platforms and leading OTT services, alongside Gritzo’s owned channels, including WhatsApp, its mobile app and CRM ecosystem. The campaign will also feature nutritionist-led educational content and separate films tailored for audiences in North and South India.

Explaining the creative idea, Enormous Brands national creative director, north Sindhu Sharma said the team drew inspiration from the everyday reality that protein-rich food is often the first thing children avoid eating. She added that approaching the issue as a parenting truth rather than simply a nutrition problem helped shape the campaign into a promise that parents could relate to.

With ‘Protein Ki Zimmedari Humari’, Gritzo is aiming to shift the focus of children’s nutrition from simply filling plates to meeting nutritional needs. By encouraging families to make protein a daily priority, the brand hopes to inspire healthier eating habits and contribute to better long-term growth and development for children across India.