Conceptualised by Grey Group, the campaign showcases a funny take on a father-son duo fighting over a packet of cake
BestMediaInfo Bureau | Mumbai | November 21, 2016
It is common knowledge that ‘You can’t have your cake and eat it too’. But Britannia’s new campaign makes it clear that it gets even more difficult when the cake is from Britannia because there will be others vying for it as well.
Britannia Cake’s new campaign is a funny take on people going to any length to claim the cakes for themselves. The story is narrated through a father-son duo.
Conceptualised by Grey Group, Bangalore, the TVC starts with a father narrating a ‘story’ to his son. The father said how when the boy was little, he battled great odds and some wild animals to get back his son’s pack of Britannia Cake that was stolen by a monkey. At the end of this rather imaginative story, the father stakes his claim on the pack of Britannia Cake sitting between them. The son very nonchalantly informs his father that he may be a kid but not an idiot, as he munches away a piece.
“Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With ‘Yummy Wali Shararat’ we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good humoured leg-pulling between a father and a son,” said Manjunath Desai, Vice-President Strategy and Business Development, Britannia Industries Limited.
Commenting on the campaign, Vishal Ahluwalia, Vice-President and Business Head, Grey Group Bangalore said, “The challenge for Grey was to capture the magic between parents and kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new storytelling format and believe in a film which was conceptualised on a wide fantastical canvas.”
Agency: Grey Group, Bangalore
Britannia Team: Manjunath Desai, Nidhi Saraf, Priyadarshini, Rohita Singh
Creative Team: Sandipan Bhattacharyya, Loreto Basumatary, Mark Flory
Account Management: Vishal Ahluwalia, Leena Piragal, Jayendra Katti, Shreyas Kiran
Planning: Barsha Chakraborty
Films: Samir Chadha
Production House: Future East films
Director: Ashim Ahluwalia
Producer: Priyanka Bangia