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Tasty Treat’s glob-trotting ‘bhujias’

Conceptualised by Infectious, the ad film launches four international flavours of the favourite Indian snack ‘bhujia’ through a far-fetched hilarious story

BestMediaInfo Bureau | Mumbai | March 28, 2017

bhujias Click on the Image to watch the TVC.

This one is for all those who like their stories with a touch of mirth and an element of fantasy in it. Tasty Treat just launched the favourite Indian snack ‘bhujia’ in four international flavours -- Wasabi, Peri Peri, Barbeque and Schezwan. Its new campaign ‘Bhujia ghoom aayi duniya’ tells the story of how these flavours came to be.

Conceptualised by Infectious and directed by Tigmanshu Dhulia, the ad film uses the favourite Indian trope of ‘Mele mein ghoom jana’ or getting separated at a fair. The film is about Bhujia and his four kids who go to a village fair. There, running amok, the kids manage to disturb a saint, who in a fit of rage separates them from their father. They however are found by four other individuals who take them to America, Africa, China and Japan, respectively. After years of ‘seva’ or service, Bhujia is reunited with his sons who are now Wasabi, Peri Peri, Barbeque and Schezwan.

Shantanu Prakash Shantanu Prakash

Speaking on the launch of this campaign, Shantanu Prakash, Vice-President, Brands, Future Brands, said, “Tasty treat is redefining the idea of traditional Indian snacks for the new India. Our international range of bhujias is a step in that direction. When Infectious suggested Tigmanshu Dhulia as the director, it just fell in place. It needed someone like him. This campaign with its ‘twisted’ take on the 70s lost and found masala Hindi films helps take the whole effort forward.”

Ramanuj Shastry Ramanuj Shastry

About the use of humour in the film, Ramanuj Shastry, Co-founder, Infectious, said, “Humour is Tasty Treat’s personality. Their first campaign, ‘Yeh phislee neeyat’ too was built around a quirky idea. But ‘Bhujia ghoom aayi duniya takes the fun quotient up by a few notches. The personification of the new flavours makes for an engaging and memorable story that would stand out in today’s clutter.”

Nisha Singhania Nisha Singhania

“In the F and B category where all brands are trying to be about health and taste, Tasty Treat is refreshing as it is focused only on taste. Credit to the brave brand team for agreeing to such an unconventional idea,” said Nisha Singhania, Co-founder, Infectious.

The campaign consists of a TVC, Print, point of sale and digital.

The TVC:



Client: Future Brands

Client Team: Anand Pandey, Shantanu Prakash, Souvik Mitra

Creative agency: Infectious

Creative team: Ramanuj Shastry, Nisha Singhania, Khalid Khatri, Ramkrihna Raorane, Imran Khan, Yogesh More, Amita Gurumurthi, Raashi Bhalla

Production house: Tigmanshu Dhulia Films

Producer: Sujay Shankarwar

Director: Tighmanshu Dhulia

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Comments (1)
  • Harchand Kh- 3 years ago

    Please send sample of your testy treat.