Britannia NutriChoice has unveiled a new campaign centered on the idea that “one good choice makes the next one easier,” featuring Bollywood actor Aamir Khan as the face of the brand. The initiative seeks to spark everyday conversations around mindful choices, using relatable moments like deciding whether to skip sugar in tea.
Conceptualised by Lowe Lintas, the TVC films showcase how one small decision can set off a chain of better choices. The campaign blends humour and simplicity through slice-of-life scenes highlighting Aamir Khan’s effortless screen presence. Alongside the campaign, Britannia NutriChoice launched its latest variant – 100% Millets Apple Cinnamon cookies*, crafted with millet flour and led by jowar. The product contains foxtail and ragi millet flour and follows a philosophy of no added sugar, no maida, and no palm oil. Priced at ₹55 per 100g pack, the cookies will be available across modern trade stores and major q-commerce platforms.
Siddharth Gupta, General Manager, Marketing, said Aamir Khan’s association reflects the brand’s belief that simple everyday choices can influence broader behaviour. Retailers in Shillong expect the millet-based cookies to appeal to urban consumers who increasingly seek healthier snacking options. Store owners anticipate rising demand for millet products, especially among young professionals and students frequenting local bakeries and supermarkets across Police Bazar and nearby commercial hubs.
