Britannia Industries has launched its latest campaign, which is dedicated to its chocolate biscuit range, Bourbon. Conceptualised by Britannia's AoR McCann Erickson, the campaign aims to focus on the sensual emotions that chocolate as a flavour evokes in a person.
Commenting about the new campaign, Shalini Degan, category director, delight and lifestyle, Britannia Industries said, "We wanted to reposition bourbon as a 'youth brand and to create an affinity for the target audience that makes Britannia Bourbon one of their their preferred brands. Currently, it is a product they like."
Speaking about the idea behind the campaign and the communication objective, Anil Thomas, creative head, McCann Erickson said, “We decided to build upon the idea that Britannia Bourbon was a 'deceptively delicious' biscuit.”
Watch the TVC here:
A girl is visiting her boyfriend to watch a movie at his house, when she realises that his friends are over to watch a match instead. Disappointed, she begins eating a Britannia Bourbon biscuit and suddenly she lets out a moan. Distracted, the boys begin staring at her in astonishment as she lets out more sensual moans. Seeing his friends' sudden interest in his girlfriend, the boyfriend throws out his friends and ends up watching the movie, just like she wanted him to in the first place.
When asked if the TVC expects any objections from the consumers because of the sensuality displayed by the girl, Degan says, "The story is witness to our intent. The girl cleverly gets what she wants (wants to watch a movie with boyfriend, the competition was a match on TV and his friends... she drives them away in a way that is very clever). Our consumers find this kind of a cleverness very aspirational, cool and also funny. We are confident the consumers will see the film in totality and not in parts and therefore enjoy the intended humour in the story."
Speaking about the consumer insight that the campaign is based on, Thomas says, "Today’s youth enjoy situations where they effortlessly maneuver themselves out of tricky situations; getting away with it in broad daylight. We decided to base the campaign on this thought."
The media exposure for the campaign includes TV. The creative team working behind the campaign includes Prasoon Joshi, Thomas and Ratish Subramaniam. The film has been directed by Anurag Basu and produced by Red Ice Productions.