Shail Pancholi, Spokesperson for California Pistachios in India, says the campaign aims to make pistachios a more natural choice for everyday occasions such as chai breaks and work breaks
California Pistachios has rolled out the latest edition of its “The Better Snack” marketing campaign in India, seeking to move pistachios beyond festive and seasonal consumption and position them as an everyday snacking option.
The campaign, by Wonderful® Pistachios, the world’s largest grower and processor of pistachios and distributor of California Pistachios, places chai time at the centre of its communication, highlighting pistachios as a snack that can fit into everyday consumption occasions.
The campaign will run across Mumbai, Delhi, Bengaluru, Hyderabad, Chennai and Kolkata through high-impact outdoor and print advertising. Outdoor placements include prominent locations such as Mumbai’s Bandra cluster and Golf Course Road in Gurugram.
The campaign will also use digital creators to showcase pistachios across everyday snacking occasions, including chai breaks, work desks and screen-time. A collaboration with quick-commerce platform Blinkit will further enable consumers to discover and purchase California Pistachios.
Protein And Chai Time Drive Snacking Opportunity
The campaign comes against a backdrop of changing consumer preferences, with protein emerging as an increasingly important consideration in snack choices.
According to the Farmley Healthy Snacking Report 2026, 86 per cent of Indian snackers consider protein important when choosing snacks. The report also identifies evening tea-time as the top snacking occasion across age groups, city tiers and lifestyles.
California Pistachios contain six grams of protein per 28-gram serving, positioning the product within the protein-led snacking trend highlighted by the report.
The report also points to differences in snacking motivations across age groups. Consumers aged 16-35 are more likely to snack to satisfy cravings, while those above 35 increasingly snack for an energy boost.
“Snacking is an integral part of everyday life in India, with people reaching for something to eat across a variety of moments throughout the day. With ‘The Better Snack’, we want to make pistachios a more natural part of these everyday occasions — from chai breaks to work desks to unwinding with a screen, while offering the great taste, satisfying crunch and goodness of a nutrient-rich snack,” said Shail Pancholi, Spokesperson for California Pistachios in India.
“We hope to encourage consumers to see pistachios as an easy, everyday choice,” Pancholi added.
The campaign is part of California Pistachios’ broader effort to align with evolving snacking habits in India by promoting pistachios as an accessible option for everyday consumption.
California Pistachios are grown and distributed by The Wonderful Company, a vertically integrated pistachio processor and marketer based in California’s Central Valley. The brand says its pistachios are non-GMO and contain antioxidants and more than 30 different nutrients.
In India, California Pistachios are available through leading brands and private labels across retail outlets, grocery stores and online platforms.
