Britannia Cake has rolled out a TVC conceptualised by Grey Group.
The film features a father and his young son. At the dining table, the man looks to take a packet of Britannia Cake, but the boy stops him. The father looks to win the kid over, and starts narrating a story. He reminds him about a visit to the national park, when he was younger. As he narrates the story, it plays out on screen. He says a monkey had taken the boy's packet of Britannia Cake away, and he gave it chase, the monkey passed it to a rhino. The man says he chased the rhino, only for the animal to drop it in a lake. Here, a bear took the packet away. The man then goes on to fight with the bear, and take the packet of cake back for his son, he says. The son looks on in awe, and the man tells him, that's the reason for him to have the pack on the table. The son pulls back the packet and says he's a child, not a fool, He doesn't buy the story. The film ends with the child biting into a slice of the cake, as a voice over says, 'Yummy waali shararat' (Yummy bit of mischief).
Manjunath Desai, VP – strategy and business development, Britannia Industries, said, "Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With 'Yummy wali shararat' we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good-humoured leg pulling between a father and a son."
Vishal Ahluwalia, VP and business head, Grey group Bengaluru, said, "The challenge for Grey was to capture the magic between parents and kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new storytelling format and believe in a film which was conceptualised on a wide fantastical canvas."
The TVC has been released in 10 languages.
Britannia team: Manjunath Desai, Nidhi Saraf, Priyadarshini, Rohita Singh
Agency: Grey Group, Bengaluru
Creative: Sandipan Bhattacharyya, Loreto Basumatary, Mark Flory
Account management: Vishal Ahluwalia, Leena Piragal, Jayendra Katti, Shreyas Kiran
Planning: Barsha Chakraborty
Films: Samir Chadha
Production house: Future East films
Director (film): Ashim Ahluwalia
Producer: Priyanka Bangia