Britannia | Britannia Bourbon | India

“We wanted to reposition Bourbon as a youth brand and to create an affinity for the target audience that makes Britannia Bourbon one of their preferred brands,” said Shalini Degan, category director in Britannia.

As the agency of record, McCann Erickson plays on the theme of how the younger generation likes to get exactly what it wants. The campaign tells the story of how a girlfriend intentionally spoils a guys-only soccer night by turning up and eating Bourbon biscuits in a sensual way. The guys are so distracted by this that they forget about the soccer match altogether.

Britannia is said to be India’s largest biscuit firm, with an estimated 38 per cent market share.




Credits: 
Project Britannia Bourbon
Client Britannia Industries
Creative agency McCann Erickson
Regional creative director Prasoon Joshi
Creative head Anil Thomas
Art director Ratish Subramaniam
Production company Red Ice Productions
Director Anurag Basu
Exposure Television