Speaking about the campaign, Manjunath Desai, Vice President, Strategy & Business Development, Britannia said, “We wanted to create a new proposition for Britannia Rusk that truly cements the role that brand plays in a consumer’s life. Research helped us come up with a powerful insight – Rusk is the solid hunger busting tea accompaniment that takes care of your morning hunger and the anger that accompanies it. Britannia Rusk already has an endearing creative device in the SaasBahu Duo which we have retained in this communication.”
Conceptualised by Grey Group, the film named Galtipicks up from where the earlier campaign left off. It depicts a day in the life of a saas-bahu duo portrayed by Nina Gupta and Konkona Sen Sharma respectively. One of them is cranky and the other knows that hunger is the cause of it and teases the former a little before offering Britannia Rusk. The light-hearted banter between the saas and the bahu makes for an engaging viewing. The brand promise is signed off with a catchy baseline – Yeh paet bhare, mood great kare.
Commenting on idea behind the campaign, Ram Jayaraman, Executive Creative Director, Grey Bangalore said, “Mornings are seldom good for housewives. And dealing with a tough start to the day – on an empty stomach – only makes it worse. Luckily, Britannia Rusk is solid enough to get rid of both hunger and anger, and replace them with a smile.”
The films are currently running on TV screens, across all popular GECs, including regional channels. The campaign will be extended across other forms of media.