Should you add sugar to your tea or skip it today? Britannia NutriChoice, one of India’s leading health and nutrition-focused biscuit brands, is turning such simple, everyday decisions into a larger conversation about making better choices.
At the core of the brand’s new campaign is a powerful yet simple idea — one good choice can make the next one easier. It’s a reminder that small, conscious decisions can create a ripple effect, shaping our habits and influencing how we move through the day.
Bringing this thought to life is Aamir Khan, who joins Britannia NutriChoice as the face of the brand and its new campaign. With his trademark charm and effortless humour, Aamir adds warmth and relatability to the message of thoughtful, balanced living.
A Campaign That Turns Small Steps into Big Change
Conceptualised by Lowe Lintas, the campaign moves beyond a single moment of decision-making to explore how good choices can transform our mindset. Each film captures real, slice-of-life situations that reflect everyday dilemmas — from choosing what to eat to how we approach our routines.
As Aamir’s on-screen presence guides viewers through these relatable scenarios, the campaign demonstrates how one small positive decision can set off a chain reaction, making the next choice simpler, smarter, and more natural.
Through this thoughtful narrative, Britannia NutriChoice encourages everyone to embrace mindful living — proving that a healthier, happier day starts with just one good choice.
Britannia NutriChoice today offers a wide range of cookies designed for different snacking preferences. The portfolio includes NutriChoice Digestive made with 100% atta and no maida*, and the refreshed avatar of NutriChoice Oats & Millets, now with millet flour and is available in three flavours.
Building on the portfolio, Britannia NutriChoice has also introduced its latest variant, 100% Millets* Apple Cinnamon flavoured cookies. Crafted with 100% millet flour* and led by jowar as the hero grain, the cookies offer a crisp, flavour-rich experience for consumers who prefer everyday snacks made with good ingredients. The cookie also has the goodness of foxtail & ragi millet flour. The recipe follows a simple and thoughtful philosophy of no added sugar, no maida and no palm oil, making it a convenient on-the-go snacking option. Priced at ₹55 for a 100g pack, the cookies will be available across modern trade stores and leading q-commerce platforms across key metros.
Speaking about the association, Aamir Khan said, What I liked most about this campaign is how real and simple the thought is. We all make small choices every day without thinking too much about them, and this idea reminds you that even one good choice can make the next one easier and gently change the flow of your day. Britannia NutriChoice just wanted to have a light, honest conversation with people, and that really spoke to me. The films were great fun to shoot because they reflect moments, we all recognise from our own lives.”
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.”
As snacking habits continue to evolve, consumers are increasingly considering options that feel more aligned with their daily routines and preferences. With this new proposition, Britannia NutriChoice continues to build on its journey of encouraging easy, good snacking habits. It aims to make it simpler for consumers to bring small, positive choices into their everyday lives through formats they already enjoy, such as cookies during chai breaks, mid-work pauses or quick in-between bites.
