Campaign India Team
Aug 09, 2023

Britannia's Jim Jam Pops comes to the rescue of one-handed Kunaal Roy Kapur and Varun Sharma

Watch the film conceptualised by The Womb here

Britannia has rolled out the launch campaign for its Jim Jam Pops which were launched last month.
The campaign consists of a film that has been conceptualised by The Womb. Before the film was rolled out a teaser campaign was conceptualised by Schbang which featured Tanmay Bhat and Varun Mayya.
In the film, which is on air on television, Kapur and Sharma play the role of Jimmy and Jammy respectively. The duo are in a jungle. While Sharma is looking for something, Kapur arrives, with one arm missing because a lion ate it up. Soon after, Sharma also goes through the same fate and they both look at each other and ask how they will be able to eat cream biscuits with one hand only. That's when the voice over introduces Jim Jam Pops, the open cream biscuit, much to the joy of the duo.
Amit Doshi, chief marketing officer, Britannia Industries, said, “Britannia Jim Jam biscuits are savoured for its crunchy outer layer, creme interiors and the sugar sprinkled, gooey jam on top. Considering the crème is the most fascinating part of the biscuit, we introduced Jim Jam Pops as the first open creme biscuit, a market disruptor. We call this innovation, ‘the biscuit from the future’ thanks to its indigenous design, crunchy base, a crème top and a jammy centre, thus offering a delightful and an unconventional creme biscuit experience. Jim Jam Pops is our latest addition to the Jim Jam family and with this, we aim to create a new trend of biscuit consumption for consumers."
He added, “We commend the creative collaboration of our agency partners The Womb and Schbang for conceptualising the campaign and giving an insight into the futuristic product. Both the agencies did an excellent job in identifying the interests of our target audience, the youth. We believe that Britannia’s biscuit from the future will be a delight to our consumers’ palate."
Harshil Karia, founder, Schbang, said, “Jim Jam Pops – a genuine game-changer in the realm of biscuits, the world's first open creme biscuit. Our goal was to artfully construct a disruptive marketing campaign that not only intensifies the visual spectacle of the product but also nurtures the deep affection Jim Jam has garnered. Each thread of this campaign was meticulously woven to sow intrigue about this innovative format, compelling consumers to ponder if they've indeed caught a glimpse of the biscuit of the future."
Suyash Khabya, creative head, The Womb, said, "JimJam is a legendary brand. The new variant Pops has only one base biscuit which means, you don't need to twist it to relish the creme, which means you just have to lick it, which means you can enjoy it with one hand which means we need to have fun communicating this. So, we set the film in a dense jungle where Jimmy and Jammy (played by Varun Sharma and Kunaal Roy Kapur) are attacked by a tiger. It's quirky, simple yet unignorable. We had fun creating it, and hope the audience has fun watching it."
Campaign India

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