Britannia raises a toastea with Konkona Sen Sharma

Biscuit maker Britannia has launched a commercial with Neena Gupta and Konkona Sen Sharma to announce the rebranding of Britannia Rusk to Britannia Toastea.

 

This commercial acts as a sequel to the earlier ads of Britannia Rusk where Neena Gupta and Konkona Sen Sharma were featured as Mother-in-law and daughter-in-law engaged in a sweet but

teasing banter.

 

This commercial portrays them as women of the household who are expected to cater to everyone’s needs at the same time. However, they themselves have little time to eat.

 

The need of the hour then becomes pausing the chaos, which they make by biting into the crispy Britannia Toastea.

 

Gautam Bhasin, senior creative director, Grey Bangalore said, “The challenge was to take the entertainment quotient one notch up while retaining the premise of morning hunger. So, we gave it a quirky twist with the rap song. It worked well for us because the chaos and the fun played out well with this format."

 

Vishal Ahluwalia, senior vice president, Grey Bangalore, adds “The big challenge was to create a memorable launch for “Toastea” branding and rejuvenate our morning hunger platform. The mornings are never going to change but the Indian woman can now be ready with her chaos remote with a cup of tea!"

 

The commercial has been created in 8 languages by Kaushik Sarkar from Apostrophe Films.