Campaign India Team
Nov 25, 2014

Britannia reignites the saas-bahu feud with some playful banter

Watch the ad film conceptualised by Grey Group here

wide player in 16:9 format. Used on article page for Campaign.

Britannia has rolled out a new ad film for its line of rusk. The film titled, confession, has been conceptualised by Grey Group and stars Bollywood actors Neena Gupta and Konkana Sen.

The film tells the story of a daughter-in-law and her mother-in-law making confessions about their relationship. It begins with the two sitting at a table and eating some rusk. The mother-in-law begins by telling her daughter-in-law, Deepti, that she never really liked her in the beginning. Deepti too informs her mother in law of similar feelings.

The mother-in-law goes on to complain about Deepti’s habit of taking her son out for late night movies, while Deepti retorts with her own complain about how she had her 7 a.m “keertan”. The duo go back and forth trading blows. The mother-in-law finally asks Deepti what she made for dinner. Deepti, playfully reminds her mother-in-law that it is, in fact, her turn to cook.

The film ends with a voice over saying, “thodi masti, har rishtey ke liye healthy hai. Jaise wheat ki health mein butter aur herbs ki masti” (A little fun is very important for a healthy relationship. Just like the goodness of wheat with the fun of butter and herbs).

Ram Jayaraman, AVP and creative head, Grey Bangalore, said, “We had fun writing these films – lacing the conversation with just enough craft to make it charming, while keeping the banter itself real. And in the choice of Nina Gupta as the mother-in-law and Konkona Sen as the daughter-in-law, we found celebrities who brought magic, along with their impeccable acting skills”.


Client: Britannia
Creative agency: Grey Group
Production house: Rising Sun Films
Director: Shoojit Sarkar

Campaign India