Pillsbury, a flour brand by General Mills, has launched a new set of campaigns titled ‘Pillsbury Cookie Cake jo khaaye, fan ban jaaye!’ for its Pillsbury Cookie Cake. The 11-film campaign is conceptualised and crafted by Leo Burnett India.
In the Indian Premier League (IPL), eight cities have their own teams and the rest 3,992 cities of India do not have a team to call their own. So, this IPL, Pillsbury Cookie Cake gave the rest of India their own team to cheer for, brought together by Royal Challengers Bangalore. General Mills India has taken the principal sponsorship for Royal Challengers Bangalore.
The brand, with Royal Challengers Bangalore, has partnered for new IPL campaigns featuring team captain Virat Kohli.
The main campaign is set in various cities that don’t have their own teams. The TVC is about people in these cities coming up with the craziest and most bizarre excuses as to why they support RCB while the real reason is Pillsbury Cookie Cake.
Speaking on the launch of the campaign, Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett South Asia, said, “This campaign captures the craziness that goes through India around IPL. It builds on the insight that only eight out of 4,000 cities and towns in India have IPL teams. And now cricket fans in the rest of the 3,992 cities, brought together by their love for Pillsbury Cookie Cake, have finally found a team they can call their own. Every city in this country has its own charm, its own language, idiosyncrasies and mannerisms. Through this campaign, we have tapped into this creative instinct of Indians to build a funny and insightful campaign for Pillsbury Cookie Cake.”
Salil Murthy, Managing Director, India and South East Asia, said, “Pillsbury Cookie Cake is an all-family snack which is loved by kids and adults alike, much like IPL, the biggest entertainment property in India. Our new campaign builds off this insight in a fun way that makes an instant connection with fans all over the country.”
Creative Agency: Leo Burnett
Client Team: Salil Murthy, Rajeshwari Iyer, Varun Mahajan
Executive Creative Director: Kumuda Rao, Arjuna Gaur
Creative Director: Chandani Samdaria
Creative Team: Hamza Ahmed, Vandana Pant, Vinod Perumbidi, Amit Mithkar
VP & Business Head: Abhimanyu Khedkar
Brand Partner: Deepak Bulchandani
Production Company: Prodigious
Director: Ankit Dahiya
Music Director: Kaizad
Senior Producer: Akshay Multani
Associate Producer: Apratim Bhatnagar
Line Producer: Another Idea
CEO Publicis Communications, South Asia: Saurabh Varma
MD, India & CSO, Leo Burnett South Asia: Dheeraj Sinha
MD, India & CCO, Leo Burnett South Asia: Rajdeepak Das
COO, West: Rakesh Hinduja