Britannia Cake Is Breaking the Lockdown Woes with a New Layer of Fun

Britannia Cakes Campaign

It’s all locked down, no more schools, no meeting friends or play time in the park or sharing lunch boxes this year. As kids continue to be cooped up in their homes there is quite a lot that they miss and although parents make every effort possible, solutions do run out. Britannia Cake with the aim to create excitement and delight amongst kids and in turn help the parents in bringing a smile on their kid’s face has come up with the brand-new Britannia Cake Layerz – with indulgent crème sandwiched between two delicious layers of Cake.

To announce the launch of this exciting new format, GREY group’s Bangalore office has created a TVC. The film highlights a cute banter between a kid and his grandfather, who wants his help to get the cool hairstyle for him and the kid’s father too. As the TVC progresses, so does the light-hearted fun with the grandfather offering Britannia Cake Layerz as the reward to the kid, who wants two cakes for changing their hair and gets an exciting surprise in return. The mischievous tone of the campaign brings out some of the indulgent aspects of Britannia Cake Layerz that make it kids’ favourite.

Talking about the campaign Mr. Vipin Kataria, Head-Adjacency Businesses, Britannia Industries said, “During this lockdown, kids have been constantly cooped up in their homes and with no schools, no play time they definitely feel stuck. Britannia Cake Layerz is a unique format, which is exciting and fun and can bring that smile on a kid’s face. Along with being a delight for kids, this is also an exciting new twist to traditional cake formats and as we keep abreast to the innovations in this category, we hope to bring a whole new experience to our consumers with this offering.

With the lockdown and pandemic spread, consumers have re-evaluated their purchase behaviour and have become more value conscious. Understanding this evolving need Britannia Cake Layerz has been launched in an indulgent offering of INR 5 and two exciting flavours – Chocolate and Orange.

Talking about the campaign Mr. Ketan Desai, Chief Operating Officer, Grey India said, “While this format promises increase in category penetration and market share, it will surely be a hit not just with the kids but with every member of the family. Two cakes with crème for just Rs.5 is undoubtedly a treat to our customers in the current times. It is an anytime snack, that can be enjoyed on the go, during short breaks or even as dessert.”

Talking about the campaign Mr. Gautam Bhasin, Group Creative Director, Grey India said, “While the introduction of a new format of cake is at the core of the ad, the challenge was to make it funny and relatable. So, we gave it a quirky twist with a banter between a kid and his grandfather and father, bribing him with the cake to make their hairstyle like his.”

Campaign Credits:

Creative Agency: GREY group India
Chairman & Group Chief Executive Officer: Anusha Shetty
MD & Chief Creative Officer: Sandipan Bhattacharyya
Group Chief Operating Officer: Ketan Desai
Group Creative Director: Gautam Bhasin
Production house: Zig Zag films
Director: Abhijit Sudhakar


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