Mumbai: Biscuit maker UNIBIC has launched a new integrated campaign for its flagship Fruit & Nut Cookies range, developed by creative agency Theblurr, centred on the product’s core proposition of combining generous portions of fruits and nuts in every cookie.
The campaign revolves around a simple consumer question: what makes the cookie more appealing—the fruit or the nuts? Drawing on the product’s composition, the campaign presents a playful debate over whether the cookies are fruity cookies with nuts or nutty cookies with fruit, concluding that they deliver “the best of both worlds.”
Conceived and executed by Theblurr, the campaign spans strategy, creative, digital, social, media and content, reflecting a collaborative approach between the agency and UNIBIC from concept development through execution. The campaign film uses humour and exaggerated storytelling to depict a friendly rivalry between fruits and nuts, reinforcing the product’s positioning that both ingredients contribute equally to its taste and appeal.
Speaking about the partnership, Vartika Choudhry, Marketing Manager, Unibic Cookies, added, “From our earliest conversations, Theblurr demonstrated a deep understanding of both the product and the brand. They recognised that our biggest strength wasn’t something we needed to manufacture creatively; it already existed in every cookie. The team transformed that simple product truth into an engaging integrated campaign that works beautifully across creative, media and digital. What stood out throughout the process was the collaborative spirit and shared commitment to getting every detail right. We’re excited to see consumers engage with a campaign that captures the personality of our brand while celebrating what makes Unibic Fruit & Nut Cookies truly distinctive.”
Commenting on the campaign, Sainath Saraban, Co-Founder and CCO, Theblurr, said, “From the very beginning, what stood out to us was the product itself. UNIBIC Fruit & Nut Cookies have an abundance of both fruits and nuts, and that gave us a wonderfully simple creative tension to play with. We wanted to build a campaign that was rooted in a genuine product truth while remaining entertaining and memorable.
The idea of asking whether these are fruity cookies with nuts or nutty cookies with fruit felt instantly relatable because there isn’t really a wrong answer. The debate itself becomes the story. We’ve had a fantastic team come together to bring the film to life, and we’re excited for consumers to experience a campaign that celebrates what makes the product special in a fresh and engaging way.”
Aatsi Desai Jasani, Co-founder & Chief Growth Officer, Theblurr, said, “This campaign reflects exactly what TheBlurr stands for. We believe the strongest ideas emerge when you stop thinking in silos and start building together. That’s why we blur the lines between strategy, creativity, media and technology. Equally important, we blur the traditional boundaries between client and agency, working as one integrated team with a shared ambition rather than separate responsibilities. Our HumAIne philosophy combines human creativity with intelligent execution to deliver meaningful business impact, and this campaign is a wonderful example of that approach in action. It’s an exciting milestone for us and the kind of partnership we hope becomes the new way brands are built.”
