MAM
Godrej Yummiez brings Protein to the everyday plate
MUMBAI: Godrej Yummiez has 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 on 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.
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, Godrej Foods Ltd head of marketing & innovation, Anushree Dewen 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 favorite 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”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
