Britannia unlocks the magic of indulgent choco experience

The TVC for Pure Magic Chocolush, created by McCann Bangalore, offers that Belgian choco-moment where the mundane seems magical

BestMediaInfo Bureau | Delhi | June 16, 2015

Click on the image to watch the TVC.

Britannia Industries seeks to entice choco lovers with the launch of its premium choco-centre filled biscuit, Pure Magic Chocolush, which carries forward the sinful indulgent choco experience offered by the Pure Magic brand.

A new TVC to support the launch and highlight the indulgent experience offered by the biscuit has been unveiled. The TVC has been created by McCann Bangalore.

The central brief of Pure Magic Chocolush was based on the biscuit being the enabler of mood upliftment. Every bite of Pure Magic Chocolush is an experience extremely pleasurable, which will transform the world around you – is the central thought behind the TVC.

The TVC shows a pretty girl walking through a street in a quaint little town with a locked wooden box in her hand. She is stopped by another girl, who hands her a key to open the box as she whispers “Unlock the magic” into her ears. When the key is turned, the box disappears to reveal a pack of Pure Magic Chocolush biscuit within. As the pretty girl bites into a biscuit, her surroundings begin to change – a carpenter at work begins to play a cello, while a baker selling his wares has a table full of gramophone records.

Ali Harris Shere, Director - Marketing, Britannia Industries, said, “Pure Magic Chocolush is a truly differentiated product with oblong shape, offering consumers a Belgian choco-moment in every bite and we are confident that it will redefine the centrefills cream biscuit segment. A pre-view of Chocolush on Twitter was the first ever in FMCG and has helped Pure Magic Chocolush generate large scale trials for the brand before it reaches retail shelf. The initial response has been very encouraging.”

Deepa Tekur, Senior Creative Director, McCann, commented, “Unlocking the magic was truly a magical experience. The campaign is about the rich taste of Pure Magic Chocolush that has the power to unlock the spell and lets you enter a whole new magical world of music, fun and happiness. It's not just a biscuit. It offers that Belgian choco-moment, where the mundane seems magical.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Britannia Industries

Brand: Pure Magic Chocolush

Creative agency: McCann (Bangalore)

National Creative Director: Pradyuman Chauhan

Senior Creative Director (Art): Deepa Tekur

Business: Vijay Jacob, Anupama Bhimrajka, Arunima Singh, Santhosh Vashisht

Planning: Aditya Jaishankar, PrithviRaj Nair

Senior Agency Producer: Neha Kapoor

Production House: Yellow Sunflower film

Director: P Vinod

Info@BestMediaInfo.com

Info@BestMediaInfo.com