Britannia The Laughing Cow launches ‘Snacking Ka New Angle’

Britannia The Laughing Cow has launched a new brand campaign titled ‘Snacking Ka New Angle’, aimed at reimagining cheese as an everyday snacking option rather than a cooking ingredient or accompaniment.

At the centre of the campaign are Britannia The Laughing Cow Cheese Triangles, positioned as a convenient, ready-to-eat snack that can be consumed on its own. The brand seeks to address common snack-time dilemmas by presenting cheese as a simple, no-preparation option that balances taste and mindful eating.

Traditionally associated with meals or recipes, cheese is presented here as an on-the-go snack suitable for home, work, or travel. The Cheese Triangles come in an easy-to-open, non-messy triangular format and are designed to be portion-controlled. According to the brand, the product is enriched with five essential nutrients, including protein, calcium, and vitamins A, D, and B12, and has been adapted to Indian taste preferences using global cheese-making expertise.

Watch the campaign here:


The campaign film, conceptualised by Schbang, is set in a familiar household setting and uses light humour and visual cues around the triangular shape to highlight a shift in perspective around snack-time choices. The narrative focuses on everyday moments where convenience, taste, and mindful decisions intersect, positioning the cheese triangle as a simple solution.

Commenting on the campaign, Nandita Kamath, CMO, Britannia Dairy, said, “Everyday snacking often comes with small negotiations at home, where taste preferences meet a need for mindful choices. With ‘Snacking Ka New Angle’, we are reimagining cheese triangles as a ready-to-eat snack that fits seamlessly into everyday moments.”

Puru Agarwal, Creative Director, Schbang, added, “Snack time is one of those everyday moments where choices are constantly being navigated. This campaign reflects that reality and shows how a simple product format can make those moments easier.”

With ‘Snacking Ka New Angle’, Britannia The Laughing Cow aims to introduce a broader cheese snacking culture in India, expanding the role of cheese beyond traditional usage occasions.