Britannia Cake promises to ‘open up’ the delighted consumer

Britannia Cake has rolled out its new campaign positioning: ‘Achchaiyon se bhara’ (Full of goodness). Conceptualised by Grey, the TVC went on air on 24 February and will be supported by POS, OOH, radio and activation legs.

In the film, a young boy is playing a handheld game when his mother walks in and asks how his day went. The boy repeats whatever she asks him. So in response to his counter- asking him if she was hungry, she says “Yes” and pulls out a pack of Britannia Cake. The kid is thus lured to join her at the table. He starts telling her about his day saying he found a puppy (or got a kiss if it was pappi in Hindi). A voice over explains, “Muh mein tasty cake ghulega, toh muh apne aap kholega” (When the tasty cake melts in the mouth, the mouth will open on its own). The film ends with the boy smiling sheepishly, while informing her that his Maths teacher has called her at school on Saturday.

Ram Jayaraman, AVP and creative head, Grey Bengaluru, said, "The parroting of a child is something that every parent connects with almost instantly. Think we've got something cute and charming with this film. Here's hoping it gets more than just the kids talking."

Anuradha Narsimhan, director - marketing, Britannia, said, “Britannia Cake is about kids, nutrition and delight. This is a product that kids love to have and mothers love to give them. I think the new Britannia Cake TVC has done a very good job of bringing alive the bonding between a mother and child where cake is the enabler for that bonding. I believe that the audience will relate and connect to this TVC like nothing before.”

Credits

Client: Britannia

Creative agency: Grey Bengaluru

National creative director: Amit Akali, Malvika Mehra

AVP and group creative director: Ram Jayaraman

SVP: Hari Krishnan

Client servicing director: Amarendra Singh

Account supervisor: Akhoka Raikhan

Chief strategy officer: Dheeraj Sinha

Senior planning director: Ajay Ravindran

Sr. vice president - films: Samir Chadha

Sr. director - films: Sharad Shinde

Production house: Corcoise

Director (film): Vishwesh Krishnamoorthy

Producer: Kunal Kamra