Cookies, cults and diplomacy: Britannia’s playful spin

Britannia Pure Magic has introduced ‘The New Temptation’, a proposition centered on indulgent experiences that transforms every bite into an irresistible delight. Building on the success of earlier launches like Choco Lush, Choco Frames, and Choco Stars, the brand has unveiled Choco Tarts, as the latest addition to the Pure Magic universe.

Available in Hazelnut and Milk Choco variants, Choco Tarts pair a crispy tart shell with rich choco crème and a biscuit lid. The experience lies in how it is enjoyed—lifting the lid, scooping into the creamy centre and taking a crunchy bite that blends textures.

Each product in the Pure Magic portfolio offers its own unique twist: The gooey centre of Choco Lush, a crisp biscuit topped with a luscious bar of velvety choco in Choco Frames, the open crème surprise of Choco Stars, and now the layered delight of Choco Tarts highlight how Pure Magic turns a simple bite into something truly indulgent.

To translate this proposition   on screen, Pure Magic has partnered with actor Bobby Deol, whose saintly avatar adds charm and humour to The New Temptation. The campaign films, conceptualised by The Womb and produced by Sun City Studios, capture this spirit.

In the film, Deol appears in a quirky saintly role, showing how a simple treat can transform everyday moments into shared joy. Extending this new temptation, Britannia Pure Magic has also launched a mixed reality print campaign, in partnership with Xtendr. 

In the ad, the cookies appear to have gone missing, too tempting to resist, and consumers are invited to scan a QR code to uncover them. The scan unlocks a digital experience where cookies come together and fall into place, leading to a 30-second interactive game. Here, players must guard their treats from vanishing again. At the end, their performance unlocks attractive BlinkIt discounts, making the experience both fun and interactive.

Commenting on the launch, Siddharth Gupta, general manager-marketing at Britannia Industries, said, “With Pure Magic, our goal has been to bring a fresh and playful twist to choco indulgence. Together with Choco Lush, Choco Stars, and Choco Frames, the new Choco Tarts create a complete choco-bakery experience, with each treat offering its own distinct flavour and texture. We aim to make Pure Magic the go-to destination for premium, innovative choco treats. We’re delighted to have Bobby Deol bring this world alive through films that capture the charm, humour and joy of giving in to a new temptation.”

Deol added, “I’m excited to be part of the launch of Britannia Pure Magic range of Choco Cookies, a brand that truly lives up to its name. It’s indulgent, multi-layered, and full of surprises, qualities that make it stand out.  Just as my recent roles have allowed me to explore new and intriguing characters, this range of products introduces a fresh and delightful way to enjoy indulgence. I love how it ties into Pure Magic’s ‘New Temptation’ proposition, which is all about bringing twists and new experiences to choco lovers.”

Heval Patel, COO, The Womb, said, “Where other players offer individual treats, Pure Magic dials up indulgence multifold with its range offering. This became the bedrock of our 'The New Temptation' strategy. Consumers increasingly seek richer experiences, and we are elevating the brand into a more indulgent space."

Campaign’s take: Britannia’s latest Pure Magic campaign doesn’t just sell Choco Tarts—it cheekily borrows from pop culture and geopolitics to grab attention. Bobby Deol, still fresh in public memory for his Aashram role as a spiritual fixer, reprises a saintly avatar with a comic twist.

This time, his disciples are none other than Donald Trump and Xi Jinping, locked in a playground spat that mirrors global anxieties. Cue the guru’s ‘temptation’—a Choco Tart—offered only if they promise to play nice. The biscuit becomes a peace pipe, with the two rivals sharing bites and, conveniently, global harmony.

It’s a humorous riff on diplomacy, elevated by the familiarity of Deol’s screen persona and the continuing chatter around Aashram’s finale. It demonstrates how parodying serious contexts, without tipping into disrespect, can make otherwise routine product launches instantly relatable.

The play extends into print via a mixed reality partnership with Xtendr. A QR code unlocks a quick-commerce-ready game where users fend off disappearing cookies, only to be rewarded with BlinkIt discounts. The idea hits two sweet spots: indulgence as entertainment, and fulfilment via instant delivery. In short, Britannia leans into satire, interactivity, and shoppable convenience to ensure Pure Magic’s new ‘temptation’ is impossible to ignore.