Britannia Pure Magic has introduced The New Temptation, a proposition centered on indulgent experiences that transforms every bite into an irresistible delight. Building on the success of favourites like Choco Lush, Choco Frames, and Choco Stars.
It is available in Hazelnut and Milk Choco variants, Choco Tarts pair a crispy tart shell with choco crème and a biscuit lid.
To translate this proposition on screen, Pure Magic has partnered with actor Bobby Deol, whose saintly avatar adds charm and humour to The New Temptation. The campaign films, conceptualised by The Womb and produced by Sun City Studios, capture this spirit.
In the Choco Tarts film, Bobby appears in a quirky saintly role, showing how a simple treat can transform everyday moments into shared joy.
Extending this new temptation, Britannia Pure Magic has also launched a mixed reality print campaign, in partnership with Xtendr. In the ad, the cookies appear to have gone missing, too tempting to resist, and consumers are invited to scan a QR code to uncover them. The scan unlocks a digital experience where cookies come together and fall into place, leading to a 30-second interactive game. Here, players must guard their treats from vanishing again. At the end, their performance unlocks attractive Blinkit discounts, making the experience both fun and interactive.
Commenting on the launch, Siddharth Gupta, General Manager - Marketing, said, “With Pure Magic, our goal has been to bring a fresh and playful twist to choco indulgence. Together with Choco Lush, Choco Stars, and Choco Frames, the new Choco Tarts create a complete choco-bakery experience, with each treat offering its own distinct flavour and texture. We aim to make Pure Magic the go-to destination for premium, innovative choco treats. We’re delighted to have Bobby Deol bring this world alive through films that capture the charm, humour and joy of giving in to a new temptation.”
Bobby Deol added, “I’m excited to be part of the launch of Britannia Pure Magic range of Choco Cookies, a brand that truly lives up to its name. It’s indulgent, multi-layered, and full of surprises, qualities that make it stand out. Just as my recent roles have allowed me to explore new and intriguing characters, this range of products introduces a fresh and delightful way to enjoy indulgence. I love how it ties into Pure Magic’s ‘New Temptation’ proposition, which is all about bringing twists and new experiences to choco lovers.”
Heval Patel, COO, The Womb, said, “Over the past few years, Britannia has been at the forefront of innovative formats, and Pure Magic has led the disruption with Choco Stars and Choco Frames. Choco Tarts is another disruption that strengthens the Pure Magic range. Where other players offer individual treats, Pure Magic dials up indulgence multifold with its range offering. This became the bedrock of our 'The New Temptation' strategy. Consumers increasingly seek richer experiences, and we are elevating the brand into a more indulgent space.”
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