UNIBIC has launched a new campaign for Swaadesi Biskut, titled 'A Biskut Moment', positioning the brand as a catalyst for spontaneous conversations over tea.
Conceptualised by Theblurr, the campaign is built around the proposition 'Chai, Gupshup aur Biskut' and introduces the idea of a 'Biskut Moment'—the pause before a conversation begins, when tea and biscuits are brought out.
The campaign films depict everyday situations where conversations, whether office gossip, personal stories or jokes, are momentarily held back until Swaadesi Biskut is served, reinforcing the brand's role in social interactions.
The launch is rooted in the brand's positioning, 'Desi at heart. Better by design,' with the biscuit range made using atta and containing no maida or palm oil. It is available in Atta, Jeera, Fruit and Kaju variants.
Commenting on 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.”
Aatsi Desai Jasani, Co-Founder and Chief Growth Officer, Theblurr, said, “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.”
The campaign aims to drive awareness and trial for Swaadesi Biskut while establishing "A Biskut Moment" as an ownable brand property centred on India's culture of everyday conversations.
