Kolkata-based biscuit and bakery brand Sobisco has brought on board Amitabh Bachchan as its brand ambassador as it looks to expand beyond its traditional markets in Eastern India and build a national presence.
Created by The Script Room, the new three-film campaign features Bachchan in three different avatars, with each film built around a distinct product and everyday relationship. The campaign goes live across television and digital platforms on August 24.
The campaign comes as Sobisco targets a turnover of Rs 5,000 crore over the next five years and looks to expand across West, South and North India. The brand currently has a strong presence in West Bengal, Bihar and Jharkhand.
The three films use different facets of Bachchan’s personality. In the Sobisco Butter Biscuits film, he plays a husband, while the Marie film casts him as a poet. In the Cream Filled Cakes film, he takes on the role of a warm and affectionate grandfather.
Ayyappan Raj, Founder, The Script Room, said the agency wanted to use Bachchan’s versatility beyond a conventional celebrity endorsement. “Sobisco is at a really exciting inflection point. It has the trust and familiarity of a brand that has been part of consumers’ lives for decades, and Anindya’s brief and Harshil’s vision is to build it much bigger. Amitabh Bachchan gave us an incredible canvas because he can be authoritative, playful, affectionate and deeply relatable. Instead of making him just the face of the campaign, we built three different characters around him, each rooted in an everyday human relationship,” he said.
Mahesh Agarwal, Director, Sobisco, said the campaign was designed to reflect the brand’s regional roots while supporting its expansion plans. “As Sobisco enters its next phase of growth, we wanted our communication to reflect both where we have come from and where we want to go. The Script Room understood that our national ambition needed to be expressed through stories that remained warm, relatable and true to the brand,” he said.
The campaign keeps the creative approach consistent across the three films while giving each product a distinct personality. Rather than relying solely on Bachchan’s celebrity appeal, the films place him in familiar situations and use humour and everyday relationships to build the brand narrative.
Directed by Punit Malhotra and produced by Dharma 2.0, the campaign is part of Sobisco’s wider push to take its portfolio to consumers beyond its traditional markets.
