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”
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
