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Tag: Britannia Bourbon

  • Britannia Bourbon starts a global debate in its latest campaign

    Britannia Bourbon starts a global debate in its latest campaign

    Mumbai:  Britannia Bourbon, India’s original chocolate crème biscuit, is taking chocolate indulgence to a whole new level with its exciting product refreshment. Introducing “Chocolate over Chocolate over Chocolate,” a delectable enhancement featuring three layers of rich chocolatey goodness. This irresistible upgrade is set to delight the taste buds of chocolate enthusiasts and elevate the Bourbon experience to new heights. Get ready to indulge in a triple-layered chocolate sensation that will leave you craving for more!

    As an iconic delicacy that has been tantalizing the taste buds of consumers for over six decades, Britannia Bourbon continues to reign as the brand that introduced India to chocolaty snacks. The brand refresh with the refreshed packaging adds an exciting twist to this beloved classic, promising an indulgent experience like never before. This product revamp is a testament to Britannia’s commitment to evolving with the times while preserving the cherished flavours that have made Bourbon a household name.

    When you ask any sandwich crème biscuit lover, they will tell you that the ‘crème’ is what is most desired! And to that effect, Bourbon is the iconic brand that has built the ‘chocolate’ crème lover palette in India. In Britannia Bourbon’s case, it turned out to be more than that. Britannia Bourbon lovers revealed that there is true chocolate magic in all its 3 layers. For them there is ‘chocolate’ in every layer – the upper shell, in the middle chocolate crème, and in the bottom shell. Simply put it’s ‘Chocolate. Chocolate. Chocolate.’

    Conceptualised by The Womb, the TVC creatively brings to life the delightful mystery of Britannia Bourbon’s new triple-layered chocolaty experience. As the TVC unfolds, viewers are immersed in a playful debate – is it truly chocolate on chocolate on chocolate, or perhaps chocolate below chocolate below chocolate? With each layer beautifully accentuated, the TVC not only tantalizes the taste buds but also sparks curiosity, inviting everyone to savor the delicious layers of Britannia Bourbon and decide for themselves.

    Britannia Industries Ltd CMO Amit Doshi stated, “Britannia Bourbon has been the quintessential creme biscuit of India for generations. A treat to the taste buds and sparking joy in every household, teaching us the real treat for chocolate layers between the sugar sprinkled biscuits. Britannia Bourbon has captivated millions with its rich flavour that is so unique to create a cult following like no other.”

    He continued, “Today, we take a momentous step forward by introducing the all-new Britannia Bourbon with the new packaging that highlights its multiple layers of chocolate. This is a testimony of our dedication towards delivering innovative & superior taste experiences for our consumers. The much loved classic Britannia Bourbon for its exquisite blend of chocolatey goodness, and now we’re taking that delight to new heights with three delectable layers of chocolate indulgence. We have increased the product supremacy by adding more chocolate to make it even more indulging. The television commercial creatively conceptualised by our partners, The Womb, brings to life our new brand proposition, which celebrates not just the layers of chocolate but also the layers of emotion, nostalgia, and joy that Britannia Bourbon brings to every bite.”

    The Womb creative head Suyash Khabya said, “AM and Planning said Britannia Bourbon ki brief hai ‘Chocolate pe Chocolate pe Chocolate’. On expected lines, Creative said ‘Don’t agree’! It’s Chocolate below Chocolate below Chocolate’. And Boom! That was the idea. A debate. But rather than keeping the debate to a gully in India, we took it global. Gave it scale. We got the world to argue, and aggressively. A simple idea but unignorable. Or is it the other way around? Now, that’s another debate.”

  • Britannia Bourbon’s new campaign celebrates friendship

    Britannia Bourbon’s new campaign celebrates friendship

    Mumbai: Britannia Bourbon onboards a new gen-Z BFF gang with three of India’s U19 Cricket World Cup champions – captain Yash Dhull, opener Harnoor Singh, and all-rounder Raj Bawa for its new campaign called #BourbonFriendsForever.

    The campaign is framed on the basic yet universal opinion that Britannia Bourbon is too good to be shared, even with the closest friends, and this is represented through the wickedly smooth tricks that the three champs pull on each other to steal a bite of their favourite chocolaty snack.

    This snappy campaign also has a fun pre-campaign leg where the three rising stars are seen engaging in cheeky pranks with each other on Instagram. The pre-campaign buzz starts with Harnoor and Raj taking over Yash’s Instagram account and in true BFF style, releasing embarrassing videos of Yash stealing their Britannia Bourbon. Yash then takes back control of his account and gets his payback from his BFF mates by asking consumers to help him find Raj and Harnoor’s hidden Britannia Bourbon stashes. Finally, the three friends come together for fun banter and release the campaign on their Instagram accounts.

    The campaign honours the cheeky relationships between real friends and Britannia Bourbon’s role in inciting fun amongst such friends, as a part of the brand’s Original Friendship concept. These friendships are fascinating – candid and enjoyable and these pals like the teenage leads in the TVC will not waste a chance to poke fun at you.

    Commenting on the launch of the #BourbonFriendsForever campaign, Britannia Industries chief marketing officer Amit Doshi said, ‘’Britannia Bourbon, the original chocolatey biscuit has been a favourite in India and has been a part of multiple friendship stories across generations.”

    “Picking up from our last campaign with Indian cricket stars Hardik, Shreyas, and Deepak, we are excited to echo the brand’s purpose of being an enabler of fun between real friends in our new campaign with Indian U19 champions Yash Dhull, Harnoor Singh, and Raj Bawa – the younger BFFs and rising stars of Indian cricket,” Doshi added.

  • Britannia Bourbon brings out fun shenanigans between friends in new TVC

    Britannia Bourbon brings out fun shenanigans between friends in new TVC

    Mumbai: Britannia Bourbon has launched its new campaign by partnering with Indian cricketers – Hardik Pandya, Shreyas Iyer, and Deepak Chahar. The new TVC, which has Bourbon at the center of all the fun, brings out the desire for the iconic chocolaty snack. The TVC, conceptualised by McCann India- South, features the trio who are known to be friends on and off the cricket field.

    The ad film depicts Hardik pulling a minor heist on Shreyas and Deepak and brings out the brand’s proposition of “Original Friendship”. The simple yet relatable creative is one that every friends’ gang can relate to, based on the premise that Bourbon is so delicious that you wouldn’t want to share it even with your best buddies. The TVC celebrates the mischievous, unpretentious bonds between real friends and Britannia Bourbon’s role of igniting fun between such friends.

    “For over 65 years, Britannia Bourbon has been enjoyed across generations in almost every Indian household. We are really excited to introduce Hardik Pandya, Shreyas Iyer and Deepak Chahar as the new gang of friends. They have brought alive the brand idea in a fun and wicked way,” said Britannia Industries, VP- marketing, Vinay Subramanyam.

    Speaking about the TVC, McCann Worldgroup head of creative – South, Sambit Mohanty said, “When you pull a fast one over a friend and it’s all in good fun, you know the friendship’s got to be original. Pretty much the sentiment captured in our new film for Britannia Bourbon – the original bourbon. For it depicts a friendship built on a solid foundation of wickedness, inappropriateness, and shenanigans.”

  • Britannia tests friendship in latest campaign for Bourbon

    Britannia tests friendship in latest campaign for Bourbon

    MUMBAI: Britannia has launched a new campaign, Bourbon Friends Forever (BFF) for one of its most loved brands, Bourbon. 

    With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends. As the next leg to this mega campaign, Bourbon has just launched a series starring two of India’s biggest digital content creators and comedy artists Abish Mathew and Mallika Dua.

    Bourbon Friendly Matches brings these two YouTube heavyweights on a stage where they both have to prove their friendship by taking a 7-step challenge, each challenge testing an attribute of their friendship which we have arrived at after intense consumer research. The games are designed in such fun, simple ways that it encourages viewers to try the same with their friends.

    Britannia Industries VP of marketing Ali Harris Shere says, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Although the new web series caters more to the youth, our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”

    JWT Bangalore executive creative director Priya Shivakumar adds, “For this campaign, we decided to have a set of fun challenges that test one’s friendship with their BFF. To bring this alive we decided to look for two young internet icons who spoke the language of the youth. Two of them who were also BFF’s. Our search ended with Abish and Mallika – two stand-up comedians and darlings of the internet with huge follower bases, and BFFs in real life. They fit the bill perfectly. The beauty of this 7-part challenge is that not only does it make you laugh out loud, but also urges you to prove your friendship with your BFF by taking those challenges.”

    As a brand which has been around for years, Britannia Bourbon recognised the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach, the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as – ‘Real Friendships’. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends.