MUMBAI: : pladis India, the makers of global biscuit brand – McVitie’s has launched its latest campaign, “Shuru Kisne Kiya” in India. This campaign brings to the limelight the brand’s legacy as the original maker of Digestive biscuits.
Drawing inspiration from rituals that make Indian culture iconic, this campaign perfectly captures the various everyday Indian rituals with a sense of affection, humour and authenticity. It leaves the viewers with a simple undeniable truth: there are many customs we follow whose origins we may never trace. This is unlike the fact that McVitie’s introduced Digestives to the world, setting a global snacking standard. With a baking heritage spanning 186 years, McVitie’s stands as a symbol of trust and tradition. This isn’t just about years; it’s about a legacy that has shaped biscuit culture globally.
“With “Shuru Kisne Kiya”, we are honouring a legacy that has shaped the world’s biscuit culture. Indian consumers today are seeking authenticity and deeper connections with the brands they invite into their homes. This campaign allows us to reintroduce McVitie’s heritage to a market that has always embraced our products and what makes it even more special is that McVitie’s Digestives are proudly made in India, for India,” said Ritesh Gauba, Country GM India, pladis Global.
Pawan Jagnik, Head of Marketing – India, pladis Global, said, “Shuru Kisne Kiya” presents McVitie’s in a way that aligns with the tastes, expectations and cultural sensibilities of India. Through this campaign, we’re not just celebrating our heritage; we’re sparking conversations about origins, authenticity, and the joy of traditions that bind us together.”
