Publicis India’s film for Cremica Golden Bytes

28 Sep,2017

By A Correspondent


Cremica, the premium cookie brand from Mrs Bectors Foods Specialities, has rolled out a new film for its recently Cremica Golden Bytes.


Conceptualised and executed by Publicis India, the film questions the consumer’s judgement abilities based on what they see.


Commenting on the marketing objective behind the film, Anoop Bector, MD, Mrs Bectors Foods Specialities said: “We are excited about our new premium cookie launch – Golden Bytes, a step ahead in establishing ourselves in the premium cookie segment. In our communication we have kept the focus on the core of biscuit – a perfect combination of crunch and butter softness making it “Jitna Buttery Itna Crunchy””


Highlighting the creative insight and objective behind the film, Nitin Pradhan, Head of Creative, Publicis India said: “For a new biscuit brand where product differentiation is only incremental, the communication becomes that much more critical. We found merit in keeping the focus of the story on the biscuit and bumped on the talking biscuit device. A couple coming across a ‘touchy’ biscuit that snaps at them in an otherwise regular afternoon was something that we all felt excited about. The casual banter capturing the core feature (Jitna buttery, utna crunchy) seemed quite cheeky, yet simple and focused.”



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