Mumbai: Britannia's beverage brand Winkin' Cow, has released a new television commercial for its Thick Shakes line. The TVC, conceptualised by McCann Worldgroup Bangalore, emphasises the range's multisensory adventure, describing it as a "party in a bottle" for your senses.

Taking the essence of the previous TVC's fun party with the cows, this film targets the party-loving Gen-Z audience and thus includes a groovy dance routine to appeal to them. In addition, the commercial highlights Thick Shakes' new PET bottle avatar as well as its mascot, who embodies the brand's fun and adventurous spirit.

Britannia Industries Ltd. chief business officer, dairy business Abhishek Sinha said, “Britannia Winkin’ Cow is a beverage product line loved by all. We have been receiving positive feedback from our consumers and that is substantiated by our revenue figures that crossed Rs 100 Crores in FY22, within just three years of its launch. As a customer centric organization, we wanted to celebrate their love & admiration by launching their favourite Winkin’ Cow in an all new and improved thick shake range. The brand new sleek PET bottles are designed to elevate the consumption experience and the evolved packaging enables consumers to have a multi-sensorial experience with a delightful flavour. The new TVC perfectly captures the spirit of the new Winkin’ Cow range.”

Further, McCann Worldgroup head of creative South Sambit Mohanty said, “From a tantalizing aroma to a great mouth-feel and taste, new Winkin’ Cow milkshakes are truly a sensorial delight. To convey this in an entertaining manner, we hit upon the idea of a ‘Cowverse’ - where our gang of teens are transported to after drinking Winkin’ Cow. Our film brings alive this world in a fun, groovy way.”