Grey India unveils new campaigns for Britannia Rusk

27 Nov,2014

By A Correspondent


GREY group INDIA has rolled out the new Britannia Rusk TV commercials for its line of Rusk Biscuits. The campaigns will go on air from 5th December, 2014 and will seen across all popular GEC’s with a strong regional presence. The campaigns titled ‘Confessions’ and ‘Pehle Aap’ stars Bollywood personalities Neena Gupta and Konkana Sen.


The consumer insight was that every healthy relationship needs a dose of fun. Enter Britannia Maska Rusk – the healthy goodness of double-baked wheat with the fun of herbs and butter. The amalgamation of this insight with the product allowed us to shift the traditional reverential relationship of saas-bahu to an everyday masti-wala-interaction, forming a mutual give and take relationship. It is the first time the saas-bahu relationship has been portrayed in this healthy avatar of a fun relationship – just like Britannia Maska Rusk. In both the tvcs, the typical tu-tu-mein-mein between the mother and the daughter-in-law during teatime, is shown in a fun, progressive way.


Malvika Mehra

GREY group India’s National Creative Director and Executive Vice President, Malvika Mehra said,” I think the beauty of this script was we managed to play out a charming, likeable story with the product dead in the centre of the film! Starting from the first frame itself, and remaining right through till the end. And yet keep it elegant. How often do you see that? Of course, Soojit’s touch along with effortless acting by both Konkana and Neena Gupta added magic to our story”


Manjunath Desai – VP & Category Head, Britannia Industries said, “We are the leaders in Rusk category and it’s our responsibility to make the category more exciting for the consumers. That’s exactly what we are doing by introducing Maska Rusk – it’s got the right set of ingredients that makes the tea time a lot more exciting and the advertising is just the right means of communication that brings out the product and the right camaraderie and ensures we will see success with this.”


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