MUMBAI: Bimbo Bakeries India, the Indian entity subsidiary of world’s largest baked foods company, Grupo Bimbo, has announced its latest campaign for the CremTreat – a flavoured filled bun. Crafted by Saatchi Propagate India, a specialist digital agency, this integrated digital-first awareness campaign aims to expand product reach and strengthen brand recognition and mindshare among kids aged 12-15 and mothers by highlighting CremTreat’s texture.
The campaign, titled ‘Share Karne Ka Mann Kare, Aur Nahi Bhi’ highlights CremTreat’s taste and softness that make it so delicious one would want to keep it all to themselves but also want to share it with others. The film portrays a dilemma through an exchange between two kids. Their back-and-forth looks to capture the nature of CremTreat.
Vikran Sabherwal, senior director, head marketing Bimbo Bakeries India said, “We are thrilled to launch this new campaign that beautifully captures the essence of CremTreat, one of our most popular baked goods. At Bimbo Bakeries India, our goal is to create memorable moments and connections with our young consumers for our prominent brands – Harvest Gold, Modern and Kitty. Saatchi Propagate’s creative vision and careful execution of this engaging digital film perfectly aligns with our objective of engaging with children and working mothers in a fun manner. We believe this playful and relatable campaign will not only strengthen CremTreat’s position as India’s favourite snack but also bring joy to our audience.”
Chetan Kapoor, senior creative director, Saatchi Propagate India, said, “Share Karne Ka Mann Kare, Aur Nahi Bhi” film brings alive the sweet conflict in a youngster’s mind regarding his prized CremTreat and his crush. It also shows the mischievous side of a young mind. I believe the insight of this film will enable it to connect not only with its intended audience but also with people across all demographics. Through it, we hope to bring a smile to their faces and build resonance in their minds.”
This campaign will be promoted through both television and digital platforms. The digital video commercial (DVC) will air in seven languages – Hinglish, Malayalam, Kannada, Telugu, Tamil, Bengali, and Marathi – to connect with wider audiences across India.
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