Mumbai: Wonderful® Pistachios, the world’s largest grower and processor of pistachios and distributor of California Pistachios, has launched its second advertising campaign in India, titled “The Better Snack.” Building on the success of its debut initiative, “The Better Nut,” the campaign continues to position pistachios as a protein-rich, guilt-free, and tasty snacking option in a fun and relatable way.
The six-week campaign, running in two phases, spans billboards and newspapers across six key cities: Mumbai, Delhi, Bengaluru, Chennai, Kolkata, and Hyderabad. In Mumbai, Delhi NCR, and Bengaluru, six of 19 billboard sites feature immersive 3D installations of a flexing pistachio arm, emphasizing strength, protein, and zero guilt, alongside a bold pistachio nut that playfully celebrates the joy of snacking anytime, guilt-free. The upcoming phase will include premium front-page newspaper placements in The Times of India across all six cities, amplifying the campaign’s visibility.
Shail Pancholi, Spokesperson for California Pistachios in India, said, “Pistachios aren’t just good for you – they’re fun to snack on. Packed with protein, big on taste, and perfect for cracking into anytime, they bring the joy back to snacking without the guilt. With ‘The Better Snack’ campaign, we’re showing consumers that pistachios can be the smart choice and the fun choice, all in one. Whether it’s a mid-day hunger pang or a late-night craving, pistachios make every snacking moment better.”
The campaign is informed by insights from a global study conducted by Wonderful Pistachios across 10 countries, including over 12,400 respondents, of which 2,415 were from India. Findings reveal that over 60% of consumers in key cities like Delhi and Ahmedabad consider nutritional value when making food choices. Additionally, 86% of Indian respondents actively seek protein-rich foods, and 69% believe plant-based protein is as good as meat-based alternatives, significantly higher than the global average of 55%.
Diana Salsa, Vice President of Marketing at Wonderful Pistachios, added, “With health and nutrition taking centre stage in India’s snacking culture, we are excited to bring our second campaign to this market. ‘The Better Snack’ celebrates pistachios not just as a source of protein, but as a versatile, guilt-free indulgence that fits into the everyday lives of consumers. This campaign reinforces our mission to make California Pistachios the go-to choice for mindful snacking.”
