Britannia NutriChoice has launched a fresh campaign fronted by Aamir Khan, centred around the idea that one positive choice can set off a chain reaction of better decisions. Developed by Lowe Lintas, the films take a slice-of-life approach, using relatable moments to show how small, everyday habits can build momentum toward healthier living.
As part of the rollout, the brand has also introduced its new NutriChoice 100% Millets Apple Cinnamon cookies. Crafted with jowar, foxtail millet and ragi and free from added sugar, maida and palm oil the cookies are priced at ₹55 for a 100g pack and will be available across modern trade stores and leading quick-commerce platforms.
Aamir Khan shared that the campaign’s simplicity and honesty drew him in, noting that everyone makes countless choices daily often unconsciously and a single good choice can shift the tone of the entire day. He described the shoot as enjoyable and reflective of moments people encounter in their own lives.
Siddharth Gupta, general manager, marketing, Britannia Industries, said the new proposition aims to remind consumers that meaningful change begins with small steps. Aamir’s wide appeal and subtle humour bring the idea to life authentically. Lowe Lintas’ chief creative officer Prateek Bhardwaj added that choosing a healthier snack can trigger other positive choices, underscoring NutriChoice’s message in a relatable and motivating way.