Gritzo Launches ‘Protein Ki Zimmedari Humari’ Campaign

Children’s nutrition brand Gritzo has launched its 2026 campaign ‘Protein Ki Zimmedari Humari’ that highlights the importance of proper protein intake in children and the daily struggles faced by parents to provide protein-rich diets.

The digital-first campaign is anchored by a film that shows a typical household scene where mothers are busy preparing protein-rich foods like paneer, eggs, sprouts and chana, while children find creative ways to escape eating them. The film ends with the message, “Protein Ki Zimmedari Humari” and introduces Gritzo SuperMilk as an easy to use protein supplement for kids.

The campaign aims to close the gap between the rise in awareness of protein and its actual consumption in day-to-day life. “There are findings from the Indian Council of Medical Research-National Institute of Nutrition (ICMR-NIN) and the National Family Health Survey (NFHS-5) which say that a lot of Indian kids do not get their recommended protein intake in their formative years,” said Gritzo.

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Check out the campaign here: 

Protein Awareness:

Commenting on the initiative, Sameer Maheshwari, Founder, Gritzo, said the brand wants to help parents make informed nutrition choices through science-backed products and education.

"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," he said.

He said the campaign is intended to encourage families to consider protein as an important part of a child’s daily nutrition, not an occasional nutrient.

Traditionally, conversations around children’s nutrition have been around height, brain development and immunity, with protein often being overlooked, said Sushant Kotian, Brand Head, Gritzo. “We made this campaign to make protein the first conversation parents have, not the last,” he said.

The campaign, conceived by Gritzo in association with Enormous Brands, has been written by Sindhu Sharma, directed by Amit Mishra and produced by Absolute Films.

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The campaign will be rolled out on YouTube, Instagram, Meta platforms and OTT services, along with Gritzo’s owned channels including WhatsApp, its app and CRM ecosystem. Separate films have been made in the campaign for audiences in North and South India.

Commenting on the creative approach, Sindhu Sharma, National Creative Director- North, Enormous said, “The idea came from the relatable challenge of children avoiding protein-rich foods.

Once we stopped seeing it as a nutrition issue and started seeing it as a parenting truth, it all made sense. Consumer research helped turn the campaign into a message that’s less a tagline and more a promise,” she said.