Rethinking growth for the next generation
Strategic pitch developed at Dentsu Creative.
The Brief
A well-known FMCG brand wanted to shift from product-led messaging to a more purpose-driven story. They were looking to tackle a real issue facing school-age kids in India:
not getting enough of protein.
Our challenge was to build a strategy around this problem that felt meaningful and actionable without overwhelming parents with science or guilt.
My Role: insight development and positioning, using consumer interviews, category trends, and competitive mapping to shape the brand narrative.
The Insight
Our conversations with mothers revealed three key insights:
1
Caregivers, especially mothers, are deeply committed to their child’s nutrition, but they operate on inherited wisdom, not scientific clarity.
2
“Healthy food” is often equated with freshness, variety, and home-cooked meals. Protein isn’t front-of-mind.
3
Awareness ≠ understanding. 95% knew of protein, but only a few identified actual high-protein foods.
The Strategy
We reframed protein not as a “health concern,” but as a growth enabler. Something essential not just for physical development, but for helping kids reach their full potential.
The strategic idea was anchored in three key actions:
Educate. Encourage. Empower.
We aimed to:
Educate caregivers on daily protein needs in simple, relatable language
Encourage daily meal-based reflection: “Is this helping my child grow?”
Empower them with tools and confidence to make better nutritional choices
Content Approach
We didn’t want to lecture or scare.
So we built content that felt familiar and supportive, like a friend sharing helpful tips.
That meant:
– Real stories from real moms, showing both effort and confusion
– Easy visuals that broke down protein myths
– Small, practical shifts for everyday meals
Through this approach, the brand won’t just be selling a product, it will be backing every parent trying to do their best