Britannia has rolled out a TVC for its Bourbon range of biscuits. Through the film conceptualised by McCann the brand is looking to celebrate friendships.
The film shows a group of friends at a hiking trip. As one of them is scrolling through his phone, he picks up a Bourbon biscuit from the packet. He tells them 'guys you won't believe this' and starts munching on the biscuit. The friends keep taking guesses as to what he's trying to explain while eating. After several guesses, the man reveals that he was telling them that it was their last packet of Bourbon biscuits.
Ali Harris Shere, VP - marketing, said, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”
Dileep Ashoka, EVP and head, McCann South, said, “Competition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers’ life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.”
Puneet Kapoor, ECD, McCann Bengaluru, added, “There are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It's amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF."
The film will also have Tamil, Kannada, Assamese, Bengali, Marathi, Malayalam and Telugu versions.
Creative agency: McCann
Chairperson and CEO: Prasoon Joshi
ECD: Puneet Kapoor
Director: Abhinav Pratiman
Production house: Early Man Films