MUMBAI: Britannia Bourbon has released its new campaign bringing on board three of India’s U19 cricketers – captain Yash Dhull, opener Harnoor Singh, and all rounder Raj Bawa.
The new TVC, which centers around Britannia Bourbon being the catalyst of fun between real friends, reflects the craving for the original chocolatey snack. The three teenagers have been roped in to be a part of Bourbon’s latest campaign featuring the close-knit trio, known to be one another’s confidant on and off the pitch, enacting a situation that can be witnessed in all friendly rendezvous.
The campaign is framed on the premise that Britannia Bourbon is “too good to be shared, even with the closest friends”, and this is represented through the smooth tricks that the three pull on each other to steal a bite of the chocolaty snack. This campaign also has a fun pre campaign leg where the three rising stars are seen engaging in cheeky pranks with each other on Instagram. The pre campaign buzz starts with Harnoor and Raj taking over Yash’s Instagram account and in true BFF style, releasing embarrassing videos of Yash for stealing their Britannia Bourbon. Yash then takes back control of his account and gets his payback from his BFF mates by asking consumers to help him find Raj and Harnoor’s hidden Britannia Bourbon stashes. Finally, the three friends come together for a fun banter and release the campaign on their Instagram accounts.
The campaign honors the cheeky relationships between real friends as a part of the brand’s “Original Friendship” concept. These friendships are fascinating – candid and enjoyable and these pals like the teenage leads in the TVC will not waste a chance to poke fun at you.
Commenting on the launch of the #BourbonFriendsForever campaign, Amit Doshi, chief marketing officer, Britannia Industries said: “Britannia Bourbon, the original chocolatey biscuit has been a favorite in India and has been a part of multiple friendship stories across generations. 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.”
Agency Credits
Creative agency: Wunderman Thompson
National creative director: Priya Shivakumar
Creative team: Pradeep Ravindran, Ashwin Lingan, Shubham Awana, Uzma Akhtar, Abhinay Shirole
Account management: Tiraz Balaporia, Sandeep Mathummal, Vaishali Sharma, Apala Catherin
Production house: Bonobo Pictures Pvt Ltd
Director: Naved Ahmed
Brand Team: Siddharth Gupta & Kunal Venkatraman
