Britannia Cakes unveils ‘Unwrap the Joy of celebrations’ campaign, focusing on the festive season in the state of West Bengal. Centred for the state of West Bengal and the festival of Durga Puja, the ad-film uses Jamini Roy’s paintings animated with the festive touch.
The brand’s special edition also comes with wrappers packed with six different festive rituals and traditions to life through vibrant celebration-inspired artwork, capturing the colours, energy and cultural moments that make the season unique to the city. Each flavour has been given a theme related to Durga Puja.
Another marketing technique that Britannia has opted for is Outdoor marketing, with Metro wrap, making its presence felt across Kolktata’s green Line. Additionally, in newspapers, six consecutive days will celebrate six different festive rituals in AR, with a QR code that lets consumers create their own festive avatar and share it with friends and family.
Besides the special festive edition packs, Britannia Cakes will take to the streets of Kolkata to ask people what memories and stories the special edition pack brings to mind.
Commenting on the campaign, Shekhar Agarwal, General Manager, Britannia said, “West Bengal’s most celebrated season is one of the most special times of the year for the region, bringing together traditions, families, friends and communities. With unwrapping the joy of celebrations’, we wanted to celebrate these familiar moments in a way that feels true to the festive celebrations, while bringing a little more joy and sweetness to the festivities.”
