Hellmann’s has launched its latest integrated brand campaign, ‘Dry Bread Gone, Creaminess On!’, aimed at celebrating sandwiches and making them irresistibly creamy. The campaign has brought together social-first disruption, influencer-led storytelling, experiential events, and bold food visuals to engage audiences across multiple touchpoints.
The campaign has kicked off with internet personalities Anshula Kapoor and comedian Aaditya Kulshreshth (a.k.a. Kullu) stepping into the roles of real-life ‘Taste Buds.’ Both creators have updated their Instagram profiles with quirky Tastebud icons and bios, sparking online curiosity and conversation. They have also been actively promoting the hunt for India’s creamiest sandwiches, driving engagement among sandwich enthusiasts.
In August 2025, a 30-second film by Ogilvy India has introduced animated Tastebuds delivering the tagline, “Dry Bread Gone, Creaminess On,” and the campaign has continued to expand through events such as the first-ever Hellmann’s Sandwich Social, which has celebrated sandwiches done right and showcased how a dollop of Hellmann’s Mayonnaise transforms an ordinary bite into something crave-worthy.
With its humour, personality, and food-focused storytelling, the campaign has encouraged audiences to say goodbye to dry bread and embrace the creaminess of Hellmann’s Mayonnaise.
Priyanka Ganguly, Head, Foods and Unilever Food Solutions India at Hindustan Unilever, said, “At Hellmann’s, our vision has always been to inspire people to bring out the best in their food and make every meal more delicious. With this campaign, we’ve found a playful, culturally relevant way to bring that promise to life for Indian consumers. The ‘Tastebuds’ embody the voice of every foodie who knows a sandwich should never be dry or ordinary. Hellmann’s creamy mayonnaise is the hero that elevates a basic bite into a delicious, indulgent experience.”
Ashutosh Munshi, Lead Advisor- Integrated Marketing and Communications, Edelman India, added, “We set out to spark a movement, not just a campaign – one that creates desire at scale for creamy sandwiches, made possible only by Hellmann’s. By giving tastebuds a voice through creators and cultural experiences, we’ve turned Hellmann’s into more than a product story; it’s become a playful cultural icon that audiences want to engage with at every touchpoint.”
