McVitie’s highlights digestive biscuit origins in new India campaign

Pladis India, the maker of the global biscuit brand McVitie’s, has unveiled a new campaign in India titled ‘Shuru kisne kiya’. The campaign places a spotlight on McVitie’s legacy as the original creator of digestive biscuits, reinforcing its long-standing position in the category through a culturally resonant narrative.

The campaign draws inspiration from everyday Indian rituals and traditions that are followed instinctively, often without clear knowledge of their origins. Using humour and familiarity, the film captures moments rooted in Indian life and leaves viewers with a simple insight: while the beginnings of many customs may be unknown, the origin of digestive biscuits is clear. McVitie’s introduced digestives to the world, establishing a global benchmark in biscuit making.

By anchoring the narrative in Indian cultural behaviour, the campaign seeks to make the brand’s heritage more accessible and relevant to local audiences. It juxtaposes the mystery behind long-followed traditions with McVitie’s clearly defined history, positioning the brand as both familiar and authoritative. The storytelling approach avoids overt product selling, instead focusing on legacy, authenticity and trust.

McVitie’s baking heritage spans 186 years, a fact central to the campaign’s message. The brand is positioned not just as an old name in biscuits, but as one that has actively shaped biscuit culture worldwide. The campaign frames this longevity as a reflection of consistency and credibility, rather than age alone, reinforcing McVitie’s role in setting standards that continue to influence global snacking.

Ritesh Gauba, country general manager – India at Pladis Global, said, “With ‘Shuru kisne kiya’, we are honouring a legacy that has shaped the world’s biscuit culture.” Gauba added that Indian consumers are increasingly seeking authenticity and stronger emotional connections with brands they bring into their homes. He noted that the campaign serves as an opportunity to reintroduce McVitie’s heritage to Indian audiences, while also highlighting that McVitie’s Digestives are made in India, for India.

The campaign is designed to resonate with evolving consumer expectations, particularly among audiences who value transparency, provenance and cultural relevance. By linking a global product story with local insights, McVitie’s aims to strengthen its emotional connection with Indian households while reinforcing its leadership in the digestive biscuit segment.

Pawan Jagnik, head of marketing – India at pladis Global, said the campaign presents McVitie’s in a manner aligned with Indian tastes, expectations and cultural sensibilities. “Through this campaign, we’re not just celebrating our heritage; we’re sparking conversations about origins, authenticity, and the joy of traditions that bind us together,” he said.

‘Shuru kisne kiya’ positions McVitie’s as a brand that respects tradition while clearly owning its place in history. By framing its origin story alongside everyday rituals, the campaign reinforces McVitie’s credibility and relevance in a competitive market. It also reflects a broader brand strategy focused on storytelling that connects heritage with modern consumer values, without relying on nostalgia alone.