MUMBAI: Britannia has introduced Britannia Pure Magic Choco Stars. This is a new chocolate cream cookie that aims to redefine cream-filled treats.
Unlike traditional sandwich biscuits, Britannia Pure Magic Choco Stars features an open-cream format, where the rich, velvety chocolate cream is embedded in a star-shaped cavity on the lower half of the cookie—without a top biscuit layer.
To announce the launch, Britannia Pure Magic Choco Stars is unveiling an ad campaign centered around the 12 star signs. The heart of the campaign revolves around a series of 12 ads, each inspired by one of the star signs. The aim is to make each star sign’s Choco Star moment both relatable, memorable and share worthy. The campaign, which will run across multiple platforms, portrays how each zodiac personality enjoys their Choco Stars, reflecting their individual traits and preferences.
From an over-sensitive Piscean, generous Cancerian to a Royal Leo or Magnetic Scorpio, each ad will depict how individuals of each sign approach the act of eating a chocolate filled Britannia Pure Magic Choco Star—whether it’s savoring the moment, devouring it in one bite, or making it a ritual.
Amit Doshi CMO Britannia said, “We wanted to create a product that would break the mold of traditional cream biscuits, and Pure Magic Choco Stars is an exciting new format that brings an extra level of fun and enjoyment to every bite. As the newest addition to our Pure Magic brand, which continues to push the envelope with its innovative chocolate offerings, Choco Stars brings a fresh twist to the choco-bakery experience. Paired with our star sign-themed campaign, we hope to connect with consumers on a deeper level by tapping into the unique personalities and behaviors that make each of us who we are”.
Suyash Khabya, chief creative officer, The Womb “When thinking of interesting ways to eat Choco Stars, someone in the creative team said we can plan 100 interesting ways to eat it…but actually, on deep creative introspection, we figured there are only 12 ways to eat Choco Stars. Because there are only 12 star signs! Ta-da.
Each star sign eats Choco Stars according to their personality trait. We had great fun figuring the personality traits and matching them to the star signs. On another note, I am just wondering when was the last time a product was launched with 12 ads on the same day?!? Hats off to the team at Britannia for lapping up the idea on the first hearing itself.
Not just TV, we have a solid digital and social plan for this campaign. We will be targeting people on the basis of their star signs on Meta. And we are very confident that the idea inherently has virality embedded in it, it’s simple yet unignorable. And it will lead to sharing and conversations.”
