MUMBAI: There are two kinds of snack lovers. The ones who go all in for the crunch. And the ones who wait for the melt. To celebrate this snack debate, Britannia 50-50 has launched the Cheeze Dipped Crunchy Layered Sandwich, a premium new format that brings both experiences together in one bite.
For three decades, Britannia 50-50 has been built on a simple idea of duality, bringing two distinct flavours together in one cracker. With Cheeze Dipped, the idea is to bring alive a 50 percent crunchy and 50 percent melty experience.
The Britannia 50-50 Cheeze Dipped carries forward the brand’s signature idea of duality in a new format. Crafted with 22 baked layers that create a structured crunch and enrobed with cheese, the product delivers contrast through texture. By bringing crunch and melt together in a single, defined bite, it offers a complete and satisfying snack on its own.
Bringing this contrast to life and building on 50-50’s long-standing association with cricket, the brand has rolled out a TVC featuring Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas, the film turns the Crunch versus Melt debate into a fun on-screen exchange, with Rishabh and Jemimah representing two distinct snack personalities. It captures the light-hearted banter between them as each defends their side before the product resolves the debate in one bite. Adding to the nostalgia, the iconic “Na Re Naa Naa” jingle makes a comeback in a refreshed avatar, reinforcing the brand’s legacy of celebrating contrast for a new generation of snackers.
Rolled out a TVC featuring Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas, the film turns the Crunch versus Melt debate into a fun on-screen exchange, with Rishabh and Jemimah representing two distinct snack personalities. It captures the light-hearted banter between them as each defends their side before the product resolves the debate in one bite. Adding to the nostalgia, the iconic “Na Re Naa Naa” jingle makes a comeback in a refreshed avatar, reinforcing the brand’s legacy of celebrating contrast for a new generation of snackers.
Speaking about the launch, Siddharth Gupta, Vice-President – Marketing, Britannia, said, “From the early ‘Na Re Naa Naa’ days to the many cricket moments we have created over the years, 50-50 has always celebrated contrast. With Cheeze Dipped, we have taken that idea beyond flavour and brought it alive through texture. Bringing both male and female cricketing icons together for the first time under 50-50 felt like a natural extension of this thought. Rishabh and Jemimah represent two distinct energies that come together seamlessly, just like crunch and melt.”
Jemimah Rodrigues said, “The idea behind this campaign connected with me instantly. The banter segment with Rishabh, adds a lively and entertaining spark to the film and captures the Crunchy vs Melty snack lovers debate so well. The film reflects how different styles can come together, which is what this association with Britannia 50-50 is all about.”
Rishabh Pant said, “I think the Crunchy versus Melty campaign is an interesting concept and will connect with the audience instantly. We all have our own Crunchy and Melty days, which makes each day very different and exciting. So, I’m sure everyone will love and resonate with this film. It was fun shooting this campaign, added by the banter with Jemimah.”
Elaborating on the campaign, Sarvesh Raikar, President – Creative, Mullen Lowe Lintas Group said, “Britannia 50-50 is one of India’s much-loved biscuits. With Cheeze-dipped we had to find a new expression of duality. The unique pair of Rishabh and Jemimah provided the perfect contrast – crunchy and melty – to launch this all-new variant! The films bring out the delectable conversation in a playful way and reintroduce the iconic signature of Na-re-na-na 50-50.
Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and Q-commerce platforms.
Link to the TVC –
