Grey does 'shararat' with Britannia Cake's new campaign

MUMBAI: Who doesn't love cakes? And when that cake is yummier than the usual fare, there seems to be a lot of competition around who gets to eat it. The starting point of this communication was to emphasize on the fact that Britannia Cakes are so tasty, one would go to any length to get their hands on it.

Conceptualised and executed by Grey group, Bangalore, this TVC from Britannia sees a father-son duo caught in the most important question of the hour: Who gets to eat the cake? Who deserves it more? We see the father narrate a fantastical tale where he is recounting an incident when the child was much younger. He claims that when the boy's Britannia Cake pack was stolen by a monkey, he undertook great risks to bring it back to the child. That, according to the father, is a jolly good reason why the cake pack should be all his.

Just when we think that the child is convinced and the father has gotten away with his fibbing, we realise that the child is not as gullible as we had presumed him to be. After all, he is also his father?s son! With a sign off that reads, ?Yummy waali shararat?, this spot nicely captures the mischievous relationship that we see between parents and children these days.

GREY group vice president Vishal Ahluwalia said, "The challenge for GREY was to capture the magic between parents & kids through the lens of a delicious Britannia Cake and tell the story in a disruptive form. All credit must go to team Britannia who were bold enough to accept a new story telling format and believe in a film which was conceptualized on a wide fantastical canvas?.

"Britannia has positioned bar cakes as the perfect treat for kids, both in terms of health and delight. However, with this campaign we have refreshed the positioning to bring out the more universal appeal of cakes. With "Yummy Wali Shararat" we want to talk about how this category brings out the child in each of us. What better way to bring this to life than good humoured leg pulling between a father and a son", said Britannia Industries vice president - strategy & business development Manjunath Desai said.

The TVC has been released across 10 languages, nationally.

YouTube Link of the TVC -

Latest Reads
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM
Madison’s Hiveminds wins Google Premier Partner Awards 2018

Hiveminds, the newly acquired search specialist, digital agency of Madison World, has announced that it has won the Search Innovation Award for its work on Curefit, at the second edition of the Google Premier Partner Awards 2018, India.

MAM Media and Advertising Digital Agencies
COCO by DHFL GI bags DOD Award

DHFL General Insurance has announced that its insuretech brand – COCO has bagged the award for “Best Use of Digital Media in the Insurance Category”

MAM Marketing Brands
FCB Ulka wins creative mandate for Kurl-on

FCB Ulka has announced that it has won the creative mandate for mattress manufacturer Kurl-on. The agency will be looking after all the creative aspects of the brand including advertisements, serving from the Bangalore office.

MAM Media and Advertising Account
Sodexo, Zone Startups launch enterprise foodtech program

Hospitality company Sodexo, in partnership with Zone Startups, has announced an Enterprise Foodtech Program—an initiative to work with Indian start-ups and closely connect with the local digital and innovation ecosystem to strengthen food offers for its clients and consumers.

MAM Marketing Brands
Presenting the Vistara Festive Sale with fares starting INR 999 all-in

Vistara, India’s finest full-service carrier, today launched a 24-hours only ‘Festive Sale’ with fares starting at INR 999 all-in. Sale fares are available for all three classes of travel (Economy, Premium Economy, and Business Class) at discounts of up to 80% relative to standard last-minute fares...

MAM Marketing MAM
Lux Golden Rose Awards’ 3rd edition supports #HeForShe campaign

The third edition of the Lux Golden Rose Awards (LGRA) was recently concluded in Mumbai, congregating Bollywood stars to extend their support for UN’s #HeForShe campaign.

MAM Media and Advertising Ad Campaigns
Priority Pass introduces 800+ offers for its Members

Priority Pass, the original and market-leading airport experiences program, has introduced offers, which give Members access to discounts at airports across the world through its app and website.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories