Pause the morning chaos, says Grey in new ad for Britannia Toastea

26 Jun,2018

By A Correspondent


Grey India has launched a new campaign to promote the launch of Britannia Rusks, now known as Britannia Toastea. The commercial brings actors Neena Gupta and Konkona Sen Sharma who present the effectiveness of the new Britannia Toastea and announces rebranding of Britannia Rusk to Britannia Toastea.


Talking about the creative journey of the ad, Gautam Bhasin, Senior Creative Director, Grey Bangalore said: “The challenge was to take the entertainment quotient one notch up while retaining the premise of morning hunger. So, we gave it a quirky twist with the rap song. It worked well for us because the chaos and the fun played out well with this format.”


Added Vishal Ahluwalia, Senior Vice President, Grey Bangalore: “The big challenge for Grey was to create a memorable launch for ‘Toastea’ branding and rejuvenate our morning hunger platform. This ad has been able to achieve both with Toastea becoming a hummable chorus and the cinematic wizardry of Neena and Konkana projecting the need for a pause before a full throttle morning play. The mornings are never going to change but the Indian woman can now be ready with her chaos remote with a cup of tea!”


The commercial has been created in eight languages by Kaushik Sarkar from Apostrophe Films.



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