Wonderful Pistachios, the world’s largest pistachio processor, has launched its first international advertising campaign in India called “The Better Nut.” The campaign, announced on January 3, 2025, aims to promote California pistachios as a protein-rich healthy snacking option in the Indian market.

The three-week campaign features billboards with 3D installations across Mumbai, Delhi, and Bengaluru, newspaper advertisements, and an Amazon storefront integration. The campaign’s central visual shows an arm flexing its muscles made entirely of green pistachios.

The initiative comes as market research shows increasing demand for healthy snacks in India, with 86 per cent of consumers seeking protein in their diets and 66 per cent of urban Indians already consuming pistachios. According to Diana Salsa, Vice President of Marketing at Wonderful Pistachios, pistachio consumption in India has doubled over the past six years.

The campaign is a collaborative effort between Wonderful Agency, DDB Mudra for creative adaptation, and PHD India for media execution. The advertisements highlight that a 28-gram serving of California pistachios contains 6 grams of protein, along with fiber and unsaturated fats.

The campaign includes QR codes on creative materials to facilitate direct purchases from leading brands offering California pistachios in India through their Amazon storefront.