UNIBIC has launched a new campaign for its Swaadesi Biskut range, introducing "A Biskut Moment" to celebrate India's culture of spontaneous conversations over tea.
Conceptualised by Theblurr, the campaign is built around the thought that conversations often begin with chai and biscuits. Through a series of films, it depicts relatable situations where conversations are momentarily paused until Swaadesi Biskut is brought to the table, reinforcing the tagline, "Chai, Gupshup aur Biskut."
Positioned under the proposition, "Desi at heart. Better by design," the biscuit range is made with atta and contains no maida or palm oil. It is available in Atta, Jeera, Fruit and Kaju variants.
Speaking about the campaign, Ashish Nichani, Vice President - Growth Brands, Unibic Foods India Private Ltd, said, “Swaadesi Biskut brings together flavours and rituals that feel distinctly Indian. Through ‘Chai, Gupshup aur Biskut,’ we wanted to create a relatable world around the brand, one that celebrates the conversations, connections and everyday stories that come alive over chai and biskut.”
Sainath Saraban, Co-Founder and Chief Creative Officer, Theblurr, added, “India is a country of spontaneous conversations. We are always ready to exchange gossip, jokes, stories, information or an idea that cannot wait. With ‘A Biskut Moment,’ we wanted Swaadesi Biskut to own this occasion. The thought is simple: hold that story for a moment, bring out the chai and biskut, and then let the conversation begin. ‘Chai, Gupshup aur Biskut’ is an extendable idea that can become a long-term property for the brand.”
“This campaign is another milestone in our journey with UNIBIC and continues our quest to deliver truly integrated, full-service campaigns that build brands, not just advertisements. ‘A Biskut Moment’ is a simple, culturally rooted idea that brings the brand proposition to life in a way people can instantly relate to. Our ambition is to make this an ownable brand property that strengthens Swaadesi Biskut’s place in everyday conversations and reinforces ‘Chai, Gupshup aur Biskut’ as a memorable ritual for consumers,” said Aatsi Desai Jasani, Co-Founder and Chief Growth Officer, Theblurr.
With the campaign, UNIBIC aims to drive awareness and trial for Swaadesi Biskut while establishing the brand as a natural part of India's everyday tea-time conversations.
