Godrej Yummiez, the ready-to-cook frozen foods brand of Godrej Foods Ltd, launched a campaign “Protein to bahana hai, Godrej Yummiez khaana hai”. Focused on the increasing need for everyday protein consumption, the campaign is rooted in a cultural shift we’ve been observing, Chicken Nuggets are fast becoming a fan favourite in Indian households, not just for their taste, but also for their versatility. At the same time, children are no longer passive eaters. They’re increasingly influencing family food choices and asking sharper questions about what’s in their plate. Recognising this change, the campaign takes a playful yet purposeful approach to showcase how kids today are becoming the biggest champions of smarter snacking.

Link to 1st Film: https://youtu.be/JJRZyMWWbrs?si=SfUIwnFlUWq5Jq2J

Link to 2nd Film: https://youtu.be/IZjX3Egc8RA?si=WU_Bs2UfNQdcAcCB

In a refreshing twist, the campaign flips the traditional parent-child dynamic. Here, it’s the kids schooling their parents on protein and smart eating. With humour, affection and a bit of reverse psychology, the two ad films show children leading the conversation rejecting low-protein snacks and guiding their parents toward a smarter fix that doesn’t compromise on taste: Godrej Yummiez Chicken Nuggets with 16g of protein per serving. In one film, a young boy climbs onto a stool, flexes in the mirror, and proudly shows off abs he’s drawn on his stomach with a marker, setting the stage for his mission to find a proper protein fix. In the second, a spirited daughter throws playful protein facts at her dad during a push-up session, declaring her intent to grow stronger, only if she gets her share of protein-packed nuggets.

According to the India Snacking Report Volume 2 (STTEM 2.0), 59% of parents believe that frozen snacks are a convenient fix for hungry children. Both films are anchored in themes of nutrition, convenience, and the changing vocabulary of families who are becoming more aware of nutritional choices.

Speaking on the campaign, Anushree Dewen, Head of Marketing & Innovation, Godrej Foods Ltd, said, “Today’s parents want snacks they can feel good about - ones that are fun, nutritious, and made with care. With 16g of protein per serve, our Godrej Yummiez Chicken Nuggets deliver just that. It’s made better with our commitment to clean-label and advanced IQF technology that locks in freshness without compromise. This campaign celebrates the clever ‘bahanas’ kids come up with - all in the name of getting their favourite protein fix: Chicken Nuggets.”

Swati Bhattacharya, Head of Lightbox Creative Lab, who led the campaign’s creative direction, added, “The world is fried with ‘taste bhi health bh’i campaigns. So, we knew we wanted to do something different, something that delivers the promise of 16 gm protein in every serving and 100% entertainment with every viewing”

The Godrej Yummiez Chicken Nuggets are available in 500g and 750g packs, offering not just convenience and taste but a dependable source of protein for every kind of household. With this campaign, Godrej Yummiez hopes to inspire conversations around everyday nutrition, one crispy, protein-packed bite at a time.

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