Conceptualised by Grey, the two TVCs highlight the evolution from the typical hierarchical relationship to a fun relationship between a mother-in-law and her daughter-in-law
BestMediaInfo Bureau | Delhi | November 26, 2014
Created by Grey India, Britannia has launched a campaign for its latest Maska Rusk biscuit which mirrors the evolution in the eternal saas-bahu relationship â from a predictable, reverential and hierarchical relationship to a more equal, mutually respecting and more fun relationship, one that flowers in the light banter during tea times, when both of them are relaxed and have time to chat.
The campaign includes two TVCs titled âConfessionsâ and âAnnouncerâ, where the typical tu-tu-mein-mein between the mother-in-law enacted by Neena Gupta and the daughter-in-law enacted by Konkona Sen during tea time is dramatised with wit and candour in one, and announces the innovation in the other.
The first TVC starts with the mother-in-law confessing to her daughter-in-law, Deepti â while enjying their tea time with Britannia Rusk â that initially she did not like her much as she used to take her son out for late-night dinners. Then Deepti smartly says that even she does not like the fact that every Sunday at 7 AM her mother-in-law listens to kirtan. The mother-in-law goes on complaining aboutÂ Â Deeptiâs voice while Deepti again says that she hates her mother-in-lawâs tendency of raising questions for every single issue. The film ends with Deepti reminding her mother-in-law jestfully that she is supposed to make dinner tonight.
The second TVC starts with the mother-in-law and daughter-in-law having Britannia Maska Rusk biscuit while they explain that it is healthy because it has wheat and it tastes yummy as it has butter and herbs. The voiceover says: âThodi masti har rishtey ke liye healthy hai, jaise wheat ke health mein butter aur herb ki masti.â
Manjunath Desai, VP - Strategy and Business Development, Britannia, said, âBeing the largest player in the packaged Rusk category, we had the onus of delivering a new and exciting flavour experience to our existing consumers of Rusk and to introduce the category to consumers who have thus far not considered the product. Maska Rusk is our first product in this direction and we are very optimistic about the product capturing the consumerâs palette.â
Ram Jayaraman, Creative Head, Grey Bangalore, said, âWe had fun writing these films â lacing the conversation with just enough craft to make it charming while keeping the banter itself real. And in the choice of Nina Gupta as the mother-in-law and Konkona Sen as the daughter-in-law, we found celebrities who brought magic with their impeccable acting skills.â
VP Strategy and Business Devt: Manjunath Desai
Business Head: Ramakrishnan
Brand Manager: Manjari Singhal
Creative Agency: Grey
National Creative Director: Malvika Mehra
Executive Creative Director: Ram Jayaraman
Copy Writers: Ram Jayaraman, Shezah Salam
Chief Strategy Officer: Dheeraj Sinha
Account Management: Hari Krishnan, Amarendra Singh, Puja Kauntia
Films: Samir Chadha, Sharad Shinde
Production House: Rising Sun Films
Director: Shoojit Sarkar