Summary
- Campaign: “Make One Good Choice”
- Product: NutriChoice Digestive Biscuits
- Target Audience: Health-conscious Indian consumers who balance a busy lifestyle with nutritional needs
- Core Message: One small, positive decision—like choosing a high-fibre biscuit—can lead to a healthier lifestyle.
- Key Insight: People often feel overwhelmed by complex fitness regimes. By using Aamir Khan, a star known for his physical transformations and discipline, Britannia simplifies health into a single, manageable daily choice.
- Creative Agency: Lowe Lintas
- Production House: Chrome Pictures
- Director: Hemant Bhandari
- DOP: Amit Roy
Britannia NutriChoice launched a new brand campaign featuring Aamir Khan titled “One good choice makes the next one easier.” The campaign, conceptualized by Lowe Lintas, highlights the “habit-stacking” effect, where a single small positive decision can lead to better choices throughout the day.
Ad plot
The ads use relatable, slice-of-life vignettes to show how choosing a healthy snack acts as a catalyst for other positive actions:
- In one film, Khan explains that choosing a fiber-rich NutriChoice Digestive snack nudged him toward more significant health goals, like starting a yoga session.
- He suggests that choosing fiber over a regular snack makes other healthy decisions—such as skipping sugar in tea or taking the stairs—feel more intuitive and less like a chore.
- Aamir delivers the message with “subtle wit” and “effortless charm,” making the health-conscious message feel casual and relatable rather than preachy.
Reception & Recall
The campaign received positive feedback for its maturity and the high trust factor associated with the lead actor.
- Aamir Khan’s reputation for research and authenticity means that his endorsement carries more weight than a standard celebrity plug. Viewers recalled the ad as an “honest” recommendation rather than a forced sales pitch.
- The slogan “Make One Good Choice” resonated because it felt attainable. By stripping away corporate jargon, the brand made healthy living feel practical and accessible to the common man
- Highlighted for its high-fiber content, made with 100% atta and zero maida.
- New Launch: The campaign coincided with the launch of the 100% Millets Apple Cinnamon cookies, which contain no added sugar, palm oil, or maida.
- NutriChoice Oats & Millets: Also featured as part of the brand’s evolving high-fiber portfolio.
