Britannia Gobbles launches a playful ‘Badey badon ko pighla de’ campaign with new packaging

Britannia Gobbles cake has undergone a makeover, making its classic Fruit, chocolate, pineapple, orange, milk and butter flavours significantly softer and tastier than ever before. This new campaign is conceptualised by Schbang, centres around the theme "Badey badon ko pighla de". The advertisement features the iconic CID duo Daya (Dayanand Shetty) and Sir (Shivaji Satam) portrayed as members of the Cakes Investigation Department in pursuit of a thief. In a surprising and humorous turn of events, the officers are momentarily disarmed by the sheer deliciousness of Britannia Gobbles.

Yudishter Shringi, chief business officer of bread, cakes and rusks at Britannia, said, “We’re constantly listening to our consumers and evolving our products to match their changing preferences. The new Britannia Gobbles cake is a result of that commitment, a recipe that delivers an incredibly soft texture and rich flavour that truly delights. This campaign brings to life the idea that great taste has the power to soften even the toughest moments, and we’re excited to share this new product with cake lovers across the country.”

Puru Agarwal, associate creative director of Schbang and Ria Shah, associate vice president of Schbang said, “We were super kicked when Britannia approached us with this brief. In one of the initial discussions, the team came up with the idea of doing an investigation into what makes the new cake variant softer and tastier. This led to the idea of the Cakes Investigation Department featuring none other than the iconic Shivaji Satam and Daya. The idea was to pighlofy the tough duo to emphasise the cake's softness. The entire team has poured a lot of love (and laughter) into this film, and we are incredibly excited to finally see it come to life.”

The actors who are part of the new campaign also appreciated the campaign. Satam said, "For the first time, we were getting a chance to experiment with our roles and add a new spin to our characters. When we tasted their cake, Hum toh sach mein pighal gaye." Meanwhile, Dayanand Shetty said, "I’ve been known for breaking doors, and the folks at Britannia sure knew how to use that to their advantage. We were super kicked when Britannia challenged us to get our softest avatars on the floor and truly enjoyed bringing them to life. Everyone involved has put their heart and soul into creating this film, and I can’t wait to see how it turns out."