Britannia Jim Jam Pops has launched an ad film conceptualised by The Womb, featuring Kunaal Roy Kapur and Varun Sharma as Jimmy and Jammy on the lookout for their loved Jim Jam biscuits. The duo are back on the brand after a couple of years, informed a statement on the campaign.
Jim Jam Pops is an open cream biscuit – with just one layer of biscuit and cream on top of it. This allows one to get straight to the cream unlike a typical biscuit in which the cream is cocooned between two biscuit slices. Hence, one can eat it cream-first with just one hand – that’s the insight driven home in the TVC through Jimmy and Jammy, taking the exaggerated humour route. Even after losing one hand each to a lion in the jungle, they are able to comfortably relish their Jim Jam Pops. Perhaps taking a cheeky dig at competition, the film also slips it in that one doesn’t need to twist the biscuit.
Jim Jam Pops was launched with a teaser conceptualised by Schbang.
A Britannia statement noted that the brand had also teamed up with the influencer duo of Tanmay Bhat and Varun Mayya, posing the question: Is this a UFO or an AI illusion? Influencer Raj Shamani joined the bandwagon.
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The ‘Biscuit of the Future’ aka Jim Jam Pops was unveiled through a product video.
Amit Doshi, Chief Marketing Officer, Britannia Industries, said, “Britannia Jim Jam biscuits are savoured for its crunchy outer layer, creme interiors and the sugar sprinkled, gooey jam on top. Considering the crème is the most fascinating part of the biscuit, we introduced Jim Jam Pops as the first open creme biscuit, a market disruptor. We call this innovation, ‘the biscuit from the future’ thanks to its indigenous design, crunchy base, a crème top and a jammy centre, thus offering a delightful and an unconventional creme biscuit experience. Jim Jam Pops is our latest addition to the Jim Jam family and with this, we aim to create a new trend of biscuit consumption for consumers.”
He added, “We commend the creative collaboration of our agency partners The Womb and Schbang for conceptualising the campaign and giving an insight into the futuristic product. Both the agencies did an excellent job in identifying interests of our target audience, the youth. We believe that Britannia’s biscuit from the future will be a delight to our consumers’ palate.”
Harshil Karia, Founder, Schbang, said, “Jim Jam Pops – a genuine game-changer in the realm of biscuits, the world’s first open creme biscuit. Our goal was to artfully construct a disruptive marketing campaign that not only intensifies the visual spectacle of the product but also nurtures the deep affection Jim Jam has garnered. Each thread of this campaign was meticulously woven to sow intrigue about this innovative format, compelling consumers to ponder if they’ve indeed caught a glimpse of the biscuit of the future.”
Suyash Khabya, Creative Head, The Womb, said, “Jim Jam is a legendary brand. The new variant Pops has only one base biscuit which means, you don’t need to twist it to relish the creme, which means you just have to lick it, which means you can enjoy it with one hand which means we need to have fun communicating this. So, we set the film in a dense jungle where Jimmy and Jammy (played by Varun Sharma and Kunaal Roy Kapur) are attacked by a Tiger. It’s quirky, simple yet unignorable. We had fun creating it, and hope the audience has fun watching it.”
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