Bengaluru: Britannia Industries has launched a refreshed version of its beloved Gobbles cakes, featuring significantly softer textures and richer flavours across its popular Fruit, Chocolate, Pineapple, Orange, Milk, and Butter variants. This product upgrade comes with revamped packaging to elevate the overall snacking experience.
At the heart of this relaunch is a new digital campaign by Schbang, titled “Badey Badon Ko Pighla De”, starring CID legends Shivaji Satam and Dayanand Shetty. The duo, cast as officers from the fictional Cakes Investigation Department, find themselves hilariously “disarmed” by the irresistible softness and taste of the new Gobbles cake.
Yudishter Shringi, Chief Business Officer – Bread, Cakes & Rusks, Britannia Industries said, “At Britannia, 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 – Schbang and Ria Shah, Associate Vice President – 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 emphasize 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 film blends nostalgia with humour, using the iconic duo’s tough-guy personas to highlight how even the most stoic can “melt” with just one bite—making Gobbles the go-to treat for indulgent everyday moments.
