McVitie’s has launched a new brand campaign titled ‘Shuru Kisne Kiya’ in India, reinforcing its position as the original creator of Digestive biscuits. The campaign has been rolled out by pladis India, which owns the global biscuit brand.
The campaign has drawn from everyday Indian rituals and cultural practices to underline the idea of origins, positioning McVitie’s Digestives as a product with a clearly traceable beginning. It has linked this narrative to the brand’s long-standing role in introducing Digestive biscuits globally.
Through the campaign, McVitie’s has sought to reiterate its baking heritage, which spans over 186 years, and its contribution to shaping the Digestive biscuit category worldwide. The communication has also emphasised that McVitie’s Digestives sold in India are manufactured locally.
The campaign has been positioned around the theme of authenticity and legacy, aligning the brand’s historical credentials with contemporary consumer interest in origin-led brand stories.
“With “Shuru Kisne Kiya”, we are honouring a legacy that has shaped the world’s biscuit culture,” said Ritesh Gauba, Country General Manager – India, pladis Global. “Indian consumers today are seeking authenticity and deeper connections with the brands they invite into their homes. This campaign allows us to reintroduce McVitie’s heritage to a market that has always embraced our products and what makes it even more special is that McVitie’s Digestives are proudly made in India, for India.”
“Shuru Kisne Kiya” presents McVitie’s in a way that aligns with the tastes, expectations and cultural sensibilities of India. Through this campaign, we’re not just celebrating our heritage; we’re sparking conversations about origins, authenticity, and the joy of traditions that bind us together,” said Pawan Jagnik, Head of Marketing – India, pladis Global.
