Mumbai: UNIBIC has unveiled a new campaign for its Swaadesi Biskut range, titled ‘A Biskut Moment’, celebrating India’s love for spontaneous conversations and everyday social connections. Conceptualised by creative agency Theblurr, the campaign brings alive the proposition ‘Chai, Gupshup aur Biskut’, positioning the brand as an integral part of casual conversations over tea.
Built around the brand philosophy “Desi at heart. Better by design,” Swaadesi Biskut combines familiar Indian flavours with a contemporary formulation. Made with atta and containing no maida or palm oil, the range is available in Atta, Jeera, Fruit and Kaju variants.
The campaign is inspired by the insight that conversations are deeply woven into Indian culture, whether they revolve around gossip, humour, personal stories or new ideas. Through the concept of ‘A Biskut Moment’, the brand encourages consumers to pause, bring out chai and biskut, and make everyday interactions more memorable.
The campaign films portray relatable situations where conversations are briefly put on hold until Swaadesi Biskut is served, reinforcing the brand’s association with moments of connection and camaraderie. Through this narrative, UNIBIC aims to establish ‘Chai, Gupshup aur Biskut’ as a distinctive and ownable brand ritual.
Speaking about the campaign, Ashish Nichani, Vice President – Growth Brands, Unibic Foods India Private Ltd, said, “Swaadesi Biskut brings together flavours and rituals that feel distinctly Indian. Through ‘Chai, Gupshup aur Biskut,’ we wanted to create a relatable world around the brand, one that celebrates the conversations, connections and everyday stories that come alive over chai and biskut.”
Sainath Saraban, Co-Founder and Chief Creative Officer, Theblurr, added, “India is a country of spontaneous conversations. We are always ready to exchange gossip, jokes, stories, information or an idea that cannot wait. With ‘A Biskut Moment,’ we wanted Swaadesi Biskut to own this occasion. The thought is simple: hold that story for a moment, bring out the chai and biskut, and then let the conversation begin. ‘Chai, Gupshup aur Biskut’ is an extendable idea that can become a long-term property for the brand.”
Aatsi Desai Jasani, Co-Founder and Chief Growth Officer, Theblurr, said, “This campaign is another milestone in our journey with UNIBIC and continues our quest to deliver truly integrated, full-service campaigns that build brands, not just advertisements. ‘A Biskut Moment’ is a simple, culturally rooted idea that brings the brand proposition to life in a way people can instantly relate to. Our ambition is to make this an ownable brand property that strengthens Swaadesi Biskut’s place in everyday conversations and reinforces ‘Chai, Gupshup aur Biskut’ as a memorable ritual for consumers.”
With the campaign, UNIBIC aims to drive awareness and trial for Swaadesi Biskut while carving out a distinctive place for the brand within India’s everyday culture of spontaneous conversations. The integrated campaign seeks to strengthen the brand’s positioning by celebrating the simple moments that bring people together over chai and biskut.
Campaign credits
Client: UNIBIC
Brand: Swaadesi Biskut
Brand Team: Marketing Manager- Sriranjini Balasubramanian, Digital Marketing Manager- Radhika Vasant
Creative agency: Theblurr
Co-Founder & Chief Executive Officer: Shams Jasani
Co-Founder & Chief Creative Officer: Sainath Saraban
Co-Founder & Chief Operating Officer: Gopa Menon
Co-Founder & Chief Growth Officer: Aatsi Desai Jasani
Creative: Mandar Vardekar
Account Management: Nisha Narayanan
Media: Ajay Kumar
Strategy: Abhishek Hariharan
Production House : Fhoa Production
Executive Producer: Jayant Hadke
Director: Gaurav Ahuja
Producer : Ishan Singh
Talent DOP: Dhiraj Sharma
Production Designer : Anand Devlekar
Costume Stylist: Rukhsar Shaikh
HMU : Umehaani
DA : Sharvari Raje
1st AD : Simran Khanna
2nd AD : Ratnesh Naidu
Line producer : Avdhut Desai
Production manager : Sajid Shaikh
Post Producer : Zaisha Shetty
Offline : Aryan Bandarkar
Online : Pradnesh Ganwankar
Grade : Sminil Vartak
Music : Akash Muduliar
