Gritzo rolls out ‘Protein Ki Zimmedari Humari’ campaign to spotlight children’s nutrition

Children's nutrition brand Gritzo has launched its flagship 2026 campaign, 'Protein Ki Zimmedari Humari', in an effort to bring children's protein intake to the forefront of conversations in Indian households.

The campaign is built around the growing awareness among parents about the importance of protein for children's growth. While awareness has increased, Gritzo says translating that knowledge into everyday eating habits remains a challenge, with studies by ICMR-NIN and NFHS-5 highlighting that many Indian children do not meet their daily protein requirements.

At the centre of the campaign is a film that captures a familiar parenting moment—children finding creative ways to avoid protein-rich foods such as paneer, eggs, sprouts and chana despite their mothers' efforts. The film ends with the brand's message, 'Protein Ki Zimmedari Humari', positioning Gritzo SuperMilk as a convenient way to support children's protein intake.

Commenting on the campaign, Sameer Maheshwari, founder of Gritzo, said the initiative reflects the brand's broader commitment to helping parents make informed nutrition choices through science-backed products and education. He added that the campaign aims to encourage families to view protein as an essential part of a child's everyday diet rather than an occasional nutrient.

Sushant Kotian, Brand Head at Gritzo, said conversations around children's nutrition have traditionally centred on height, immunity and brain development, while protein has often remained overlooked. The campaign, he said, seeks to make protein the starting point of those discussions.

Conceptualised by Gritzo in collaboration with Enormous Brands, the campaign has been written by Sindhu Sharma, directed by Amit Mishr and produced by Absolute Films. It will be distributed through a digital-first media plan spanning YouTube, Instagram, Meta platforms and OTT services, alongside the brand's owned channels such as WhatsApp, its app and CRM ecosystem. Separate versions have been created for North and South India to reflect regional cultural nuances.

Sindhu Sharma, National Creative Director – North at Enormous, said the creative idea stemmed from the relatable challenge of getting children to eat protein-rich foods. She noted that extensive consumer research helped shape the campaign into a promise that resonates with parents rather than simply serving as a tagline.

With the campaign, Gritzo aims to encourage families to shift the focus from simply feeding children to ensuring they receive adequate protein to support healthy growth and long-term development.