Late April saw Indian biscuit giant Britannia roll out a new campaign for its famous Bourbons which starred three cricketers from the Indian U-19 cricket team which recently won the 2022 ICC Under-19 Cricket World Cup (held in the West Indies in January and February).
Conceptualised and created by agency Wunderman Thompson, the hero commercial is fronted by team skipper Yash Dhull, opener Harnoor Singh and all-rounder Raj Bhawa and its narrative arc shows how the young cricketers use their on-field roles to steal a pack of Bourbon from each other.
The film, which is part of a wider #FriendsForever campaign honouring cheeky relationships between friends and between consumers and Britannia Bourbon, is titled.
“Britannia Bourbon, the original chocolatey biscuit, has been a favoruite in India and has been a part of multiple friendship stories across generations,” explained Britannia Industries Chief Marketing Officer Amit Doshi. “Picking up from our last campaign with Indian cricket stars Hardik, Shreyas, and Deepak, we are excited to echo the brand’s purpose of being an enabler of fun between real friends in our new campaign with Indian U19 champions Yash Dhull, Harnoor Singh, and Raj Bawa – the younger BFFs and rising stars of Indian cricket’’.
The campaign was created for a client (Britannia) brand team led by Siddharth Gupta and Kunal Venkatraman by a group at creative agency Wunderman Thompson which was led by National Creative Director Priya Shivakumar, Creatives Pradeep Ravindran, Ashwin Lingan, Shubham Awana, Uzma Akhtar and Abhinay Shirole, plus Account Managers Tiraz Balaporia, Sandeep Mathummal, Vaishali Sharma and Apala Catherin.
The production house was Bonobo Pictures and the lead spot was helmed by Director Naved Ahmed.
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This campaign leverages spiking interest around the India U-19 cricket team which won the 2022 World Cup (held in) to add to its previous victories in 2000, 2008, 2012 and in 2018.
The new spot has notched up an impressive 4.6m views on the brand’s YouTube channel alone since it dropped on 28 April.
It followed in the footsteps of the brand’s September 2021’s ‘Britannia Bourbon Friends Forever’ campaign with Indian cricket men’s national team stars Hardik Pandya, Shreyas Iyer, and Deepak Chahar.
Part of the Wadia Group, Britannia Industries Limited is best known for its biscuits: an old, established giant of India’s food industry and was founded in 1892 in Kolkata.
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