MUMBAI: Cremica, a cookie brand from Mrs Bectors Foods Specialities Limited, recently launched Cremica Golden Bytes. Golden Bytes offers a combination of crunch and butter softness. Cremica has rolled out a brand film that portrays the brand as an innovative offering compared to other brands in the category.

The TVC will be aired across regional channels especially in North India while the print and outdoor plan will also be focused primarily towards the markets of Punjab, Haryana, HP-JK, and Delhi.

Conceptualised and executed by Publicis India, the film is an intelligent take that questions the consumer’s judgement abilities based on what they see. This is especially true for the premium cookie category, where brands talk about being a class apart but do not have anything new to offer. This leads consumers to believe that despite brands making tall claims to offer something unique, do they really end up doing that? Cremica Golden Bytes questions this intent in an interesting manner through the latest brand film.

Mrs Bectors Foods Specialities MD Anoop Bector says , “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 utna crunchy'. With its brilliant taste, creative packaging and competitive pricing; Golden Bytes will surely entice your senses.”

Publicis India head of creative Nitin Pradhan says, “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."