Britannia Gobbles cake has undergone a refresh, making its classic Fruit, Chocolate, Pineapple, Orange, Milk and Butter flavours significantly softer and tastier. Alongside the improved recipe, the packaging too has been updated.
This refresh is also shown in a new campaign conceptualised by Schbang, centred around the theme Badey Badon Ko Pighla De. The digital film features the CID duo Daya (Dayanand Shetty) and Sir (Shivaji Satam), portrayed as members of the Cakes Investigation Department in pursuit of a thief.
In a surprising turn of events, the officers are momentarily disarmed by the deliciousness of Britannia Gobbles. The film captures the playful insight that even the toughest people can be softened by the perfect bite.
Link to the ad campaign:
Yudishter Shringi, Chief Business Officer – Bread, Cakes and Rusks, said, “At Britannia, we’re constantly listening to our consumers and evolving our products to match their changing preferences. The new Britannia Gobbles cake is a result of that commitment, a recipe that delivers an incredibly soft texture and rich flavour that truly delights. This campaign brings to life the idea that great taste has the power to soften even the toughest moments, and we’re excited to share this new product with cake lovers across the country.”
Shivaji Satam said, “We were very excited when Britannia approached us for their campaign, Badey Badon Ko Pighla De. For the first time, we were getting a chance to experiment with our roles and add a new spin to our characters. When we tasted their cake, Hum toh sach mein pighal gaye!”
“I’ve been known for breaking doors, and the folks at Britannia sure knew how to use that to their advantage! We were super kicked when Britannia challenged us to get our softest avatars on the floor and truly enjoyed bringing them to life. Everyone involved has put their heart and soul into creating this film, and I can’t wait to see how it turns out,” said Dayanand Shetty.
Puru Agarwal, Associate Creative Director – Schbang and Ria Shah, Associate Vice President – Schbang said, “We were super kicked when Britannia approached us with this brief. In one of the initial discussions, the team came up with the idea of doing an investigation into what makes the new cake variant softer and tastier. This led to the idea of the Cakes Investigation Department featuring none other than the iconic Shivaji Satam and Daya! The idea was to pighlofy the tough duo to emphasize the cake’s softness. The entire team has poured a lot of love (and laughter) into this film, and we are incredibly excited to finally see it come to life.”
