Britannia gets people into a Pure Magic Chocolush trance

Britannia has rolled out a campaign titled ‘Live This Moment’ for its cookie brand Pure Magic Chocolush. Conceptualised by The Womb, the film showcases the brand in its new avatar, which comprises a new-age premium packaging.

 

The film begins with an enlightened man teaching his followers to experience the gooey choco filling and the crunch of the biscuit. All the followers are shown to have attained nirvana, owing to the loaded chocolate in the product. 

 

Amit Doshi, chief marketing officer, Britannia Industries, said, “On Pure Magic, we sought to express the key product attribute of the abundant gooey choco centre wrapped in a  crunchy cookie. We came to realise that people don’t consume Pure Magic, but Pure Magic consumes people. And that led us to our idea of forgetting the past and not worrying about the future but rather ’live this moment’. With a brand-new product experience and a powerful brand idea that builds desire for Pure Magic, while distinctly distinguishing itself from the competition, we hope it touches the right taste buds of the choco-loving consumers.”

 

He added, “The premium indulgence category of biscuits is growing faster than the overall biscuits category. Given these changing consumer preferences and market dynamics, we wanted a strategic firm like The Womb to be associated with us. They have the right balance of strategic and creative capabilities to create compelling communication for growth.”

 

Kawal Shoor, co-founder, The Womb, said, “It’s a privilege to work with a legacy company like Britannia and on brands like Bourbon, Pure Magic, and Treat with Amit and the entire team. The premium indulgence category of biscuits is one of the most closely contested categories. New competition has emerged; however Britannia was and will remain the OG. On Pure Magic, we looked at expressing a core product truth of abundant gooey chocolate centre, encased in a crunchy cookie through a cultural insight. Through our research we realised that people don’t consume Pure Magic, but in turn, Pure Magic consumes people. It is so indulgent and gooey that

you cannot do anything else but focus on it and relish it. And when you focus on something, you live in the present. The future and the past dissipate from consciousness. This helped us arrive at our big idea of a cookie so involving that it takes your mind off everything else and makes you ‘live this moment’.”

 

Suyash Khabya, creative Head, The Womb, said, “The brief allowed us, the creatives, to be indulgent, just like the product. So we cracked the idea of an enlightened man professing the product truth, but in his own quirky way. He will now be dispelling the message of ‘Live This Moment’ and through him, Pure Magic will have a point of view on various topics...no gyan but a funny take. On this, the client team at Britannia is letting us have a cookie of a time!”

 

The campaign will run across television, digital and print.