Inbisco India, a subsidiary of food and beverage company Mayora, recently appointed Amitabh Bachchan as its brand ambassador for its flagship biscuit brand Malkist.
Now, a campaign featuring the actor has been rolled out. The campaign consists of a series of films, of which one is currently on air. The film also features Anikha Surendran. The duo are on a flight together and Surendran opens a pack of Malkist. It immediately catches the attention of Bachchan, who pretends not to be interested when Surendran offers him one. After a few moments, Bachchan's resistance is broken, and he looks towards Surendran for a biscuit.
The campaign has been conceptualised by Cut The Crap.
Achyut Kasireddy, MD, Inbisco India, said, “Malkist is a much differentiated cracker with each biscuit made out of seven layers, which makes it very crunchy. Innovative toppings like cheese, cappuccino, chocolate etc. make it delicious. We have seen brilliant acceptance for Malkist’s unique offering from Indian consumers. The new TVC highlights Malkist’s proposition as crunchy crackers with cool toppings, which even Mr. Amitabh Bachchan can’t resist!”
Jagdish Acharya, founder and creative head, Cut The Crap, said, “Malkist is not a biscuit, it’s a treat. We wanted to convey this thought through a simple story. The film shows a charming interplay of expressions between Amitabh Bachchan and Anikha Surendran conveying the narrative sans a single dialogue.”
The film is currently on-air on television and digital. The campaign will be spread across on-ground too.