Britannia NutriChoice has rolled out a campaign featuring actor Aamir Khan that uses everyday moments to spark a conversation around good choices. Bringing this thought to life is Khan, who comes on board as the face of the brand and its new campaign.

Conceptualised by Lowe Lintas and comprising three films, the campaign takes the proposition beyond a single moment and shows how a good choice can lead to a shift in mindset. The films highlight how one good choice can create a sense of momentum, making subsequent decisions feel more effortless and intuitive. 

What we think about it: While Khan’s presence undoubtedly brings star power and attention to the narrative, it also limits the campaign’s ability to let the idea itself be the hero. A more situation-driven approach could have allowed the insight to stand on its own, rather than being channelled almost entirely through a celebrity face. 

Siddharth Gupta, general manager, marketing, Britannia Industries, said, “At Britannia NutriChoice, we believe that good choices often begin with the smallest decisions, and they have the power to influence everything that follows. Our new proposition, ‘One good choice makes the next one easier,’ captures this truth in a way that is simple, relatable, and deeply relevant today. Aamir Khan brings this idea to life, and his presence adds a subtle wit to this thought. His ability to connect with people across generations makes him a natural fit for our proposition. With the launch of our 100% Millets Apple Cinnamon* flavoured cookies, we are further strengthening our portfolio with choices that blend taste, familiarity and everyday relevance. Through this campaign, we hope to encourage people to make that one good choice, because once that happens, the next one truly does get easier.”

Prateek Bhardwaj, chief creative officer, Lowe Lintas, said, "One good choice is such a powerful little thing to make. When you say you want to take the stairs today, you automatically feel like skipping sugar in your tea the same day. That’s all Britannia NutriChoice wanted people to do. Instead of your usual snack, go for some fibre. And we’re certain, this one good choice can make people take many others. And who better than Aamir to talk about good choices."