Britannia Pure Magic proves love to be magical

Watch the film conceptualised by McCann South here

May 24, 2021 02:59:00 AM | Video | Campaign India Team

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." 
Client: Britannia Industries
Agency: McCann Worldgroup
Director: Jaydeep Sarkar
Producer: Prithvi Luthra, Native Films
Music: Clinton Cerejo