Campaign India Team
May 24, 2021

Britannia Pure Magic proves love to be magical  

Watch the film conceptualised by McCann South here

Britannia Pure Magic has rolled out a film for its biscuit brand 'Chocolush'. Conceptualised by McCann South, it uses a romantic setting to showcase the nature of the product. 
 
The film features a couple watching television, while the boy munches on the biscuit. When the girl reaches out for one, he teases her by using a magic trick to make the biscuit disappear. He then offers her half of the biscuit from his mouth and accidentally takes his hand off the biscuit he hid. She then plays along by covering the biscuit and eating the one he offered. The film is set to a jazzy tune and ends with the lyrics, 'You feel like pure magic.' 
 
Sambit Mohanty, head of creative, South – McCann Worldgroup, said, "Pure Magic Chocolush - not only is it darkly delicious but magical too, just like young love. Our film is an ode to those wonder years where Chocolush plays Cupid in bringing two people together." 
 
CREDITS:
Client: Britannia Industries
Agency: McCann Worldgroup
Director: Jaydeep Sarkar
Producer: Prithvi Luthra, Native Films
Music: Clinton Cerejo
Source:
Campaign India

Related Articles

Just Published

13 hours ago

Why Zee5’s language-first bet may be its best yet

As India’s OTT battle intensifies, the streaming platform goes hyperlocal with tech-backed storytelling and tier-2 targeting.

15 hours ago

Cannes Lions, AI, and the integrity reckoning

The first ever Cannes Lions Grand Prix withdrawal for AI misuse signals a watershed moment, but is this just the beginning of a much bigger reckoning for marketing in the AI age?

17 hours ago

India isn’t a muse; it’s time to brand the maker

Global brands borrowed India’s craft. Sam & Andy’s founding partner claims that Indian creators must now reclaim the narrative—with better systems, sharper storytelling, and unapologetic ownership.