The Case of the Missing Idli

The Challenge
For most Indians, giving up carbs means giving up comfort.
And for millions, that comfort is shaped like a soft, round, perfectly steamed idli.
But when fitness fads began villainizing carbs, idlis disappeared from breakfast plates, victims of the new “protein revolution.”

The Insight
What if we could bring idlis back, not as a cheat meal, but as a smart one?
Prolicious launched its new protein-rich idli mix in packaging conceptualised by Creative Khichdi, featuring India’s first front-of-pack nutrition label that proudly puts protein content up front. A bold move that made people see their favourite comfort food in a whole new, guilt-free light.

The Idea
To launch it, we turned the idli’s disappearance into a national mystery. A dramatic, tongue-in-cheek campaign that began with one simple question: “Where have all the idlis gone?”

The Execution
We kicked off with teasers showing idlis vanishing from plates and kitchens across the country. Then came vox pops with real people lamenting their loss, from breakfast lovers to gym-goers trying to cope. Finally, we dropped the big reveal: a breaking-news style launch film announcing that the missing idli had been found, only this time, it came packed with protein.

The Outcome
India’s most loved breakfast made a comeback, healthier, happier, and stronger than ever.
The campaign sparked conversation, revived nostalgia, and delivered a visible spike in sales for Prolicious’ protein-packed idli range. Because sometimes, to make people fall in love again, you first have to make them miss it.