Debrief: Rusky business

06 Dec,2011

By Anil Thakraney

 

Britannia claims their new biscuit called Britannia Rusk is crunchy and juicy. And it’s difficult to find such a taste anywhere in the world. And so, the creative takes you out of the world. Into a spaceship.

 

In the TVC, a young astronaut takes a tea break and munches on Britannia Rusk. Suddenly, literally out of the blue, his entire family arrives to share the biscuits. Mom, dad, granny, even the kaamwaali bai. The message: Britannia Rusk brings the family together with its sensational taste.

 

While I like the unusual setting of a spaceship, which will help the commercial get noticed, there are two factors that weaken the communication. Even as family bonding is demonstrated, the novelty value of a rusk biscuit, the ‘crunchy and juicy’ promise, gets lost somewhere in, well, outer space. Since rusk is a relatively new breed of biscuits out here, the initial advertising ought to have focused on product attributes rather than lifestyle. Secondly, the humour is weak. The maid’s appearance will bring a little smile, but that’s about it.

 

All said, the TVC will arouse a little curiosity but may not be effective beyond that.

 

Rating: (On a scale of 1 to 5): 2. The strategy needs a rethink.

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