Britannia Gobbles has introduced a delightful makeover of its much-loved cakes, making them softer, tastier and more flavourful than ever. The popular snack cakes—now revamped in Fruit, Chocolate, Pineapple, Orange, Milk and Butter flavours—boast a melt-in-your-mouth texture and a richer taste, offering a comforting indulgence to brighten everyday moments.
Accompanying the recipe refresh is a vibrant new packaging design, enhancing the overall appeal and making Gobbles an irresistible pick for snack lovers across the country.
To launch the new look and taste, Britannia has rolled out a cheerful digital campaign titled ‘Badey Badon Ko Pighla De’, conceptualised by creative agency Schbang. The campaign film stars iconic television duo Dayanand Shetty and Shivaji Satam—fondly remembered as Daya and Sir from CID—portraying officers from the humorous Cakes Investigation Department.
The plot unfolds with the two characters investigating a mysterious cake thief, only to be hilariously "disarmed" by the indulgent taste of the new Gobbles cakes. The narrative cleverly highlights how even the sternest personalities can be softened by just one bite.
Yudishter Shringi, Chief Business Officer - Bread, Cakes & Rusks, said, “At Britannia, we’re constantly listening to our consumers and evolving our products to match their changing preferences. The new Britannia Gobbles cake is a result of that commitment, a recipe that delivers an incredibly soft texture and rich flavour that truly delights. This campaign brings to life the idea that great taste has the power to soften even the toughest moments, and we’re excited to share this new product with cake lovers across the country.”
Shivaji Satam shared his enthusiasm for the project, saying, "We were very excited when Britannia approached us for their campaign, 'Badey Badon Ko Pighla De." For the first time, we were getting a chance to experiment with our roles and add a new spin to our characters. When we tasted their cake, "Hum toh sach mein pighal gaye!" Shivaji said.
Dayanand Shetty added, “I’ve been known for breaking doors, and the folks at Britannia sure knew how to use that to their advantage! We were super kicked when Britannia challenged us to get our softest avatars on the floor and truly enjoyed bringing them to life. Everyone involved has put their heart and soul into creating this film, and I can’t wait to see how it turns out.”
Puru Agarwal, Associate Creative Director - Schbang and Ria Shah, Associate Vice President - Schbang, echoed the excitement: “We were super kicked when Britannia approached us with this brief. In one of the initial discussions, the team came up with the idea of doing an investigation into what makes the new cake variant softer and tastier. This led to the idea of the Cakes Investigation Department featuring none other than the iconic Shivaji Satam and Daya! The idea was to pighlofy the tough duo to emphasize the cake's softness. The entire team has poured a lot of love (and laughter) into this film, and we are incredibly excited to finally see it come to life.”
With a nostalgic nod to beloved characters and a flavourful update to a classic treat, the new Britannia Gobbles campaign makes a compelling case for snack lovers to surrender to the softness and skip the snack-time indecision altogether.
