Britannia Industries has launched its offering ‘5050 Golmaal’ exclusively in West Bengal with actors Sabyasachi Chakraborty and Anirban Bhattacharya.
The product is a light and melt-in-mouth cracker, with West Bengal’s favourite spice Kaalo Jeere (Black cumin), as the key ingredient.
The 5050 Golmaal launch comes on the back of research done by the company, on the favourite flavours and spices consumed in households in West Bengal.
The brand collaborated with Chakraborty and Bhattacharya, two actors who play Bengal’s most-loved detectives on-screen. This is also the first time the duo is seen together.
The ad, much like the product, is about unravelling the mysterious coming together of two ingredients-Kala Jeera and sugar crystals-to give a delightful experience.
Amit Doshi, Chief Marketing Officer, Britannia Industries, said, “For close to 3 decades, Britannia 5050 has been the brand that offers two distinct experiences in every product, be it is our classic Sweet and Salty, Maska Chaska or the more recent, Potazos. This time, we’ve gone a step further, and regionalised our offering. The Britannia 5050 Golmaal offers West Bengal, a light and flavoursome cracker, with a much loved ingredient ‘Kaalo Jeere’.The product is brought to life by two of Bengal’s finest actors, Sabyasachi Chakraborty & Anirban Bhattacharya, playing their reel life characters.”
Chakraborty said, “Coming together with Anirban to solve the Golmaal mystery was a great way to crack the flavours of the biscuit. Looking forward to the audience trying the new cracker.”
Bhattacharya added, “I was thrilled to work with Sabyasachi Sir and create an entertainer for the crowd. The genres of intrigue and suspicion fit well with decoding the Bengali-specific flavours of Golmaal 5050.”
“The challenge was how to stand out in a sea of sameness. As a product, there are several others in the market that are similar. Therefore, we wanted to create a distinct edge for Britannia 50:50 Golmaal. Right from the name, the idea of suspicion was bang on. And we only took it further and enhanced it by using characters that are dear to each and every Bengali. Hence, using the famous detectives of Kolkata to crack the ‘Golmaal’ of the product,” said Sagar Kapoor, Chief Creative Officer, Lowe Lintas.