Mumbai: Britannia Cakes has unveiled a new festive campaign that celebrates the quiet magic of togetherness, positioning its cakes as an integral part of meaningful holiday moments. Timed with the peak festive season, the campaign underscores how shared experiences, big or small, become unforgettable when celebrated with loved ones.
As part of this initiative, Britannia Cakes has expanded its festive portfolio with the launch of three new variants — Double Choco Chip, Veg Plum Cake, and Nut & Raisin Cake. These additions sit alongside refreshed festive packaging for existing favourites, including Festive Plum Cake and Plum Delight Cake. Made with premium ingredients such as cashews, almonds and raisins, the festive range is designed for gifting, hosting, or indulgent family moments during the holiday season.
Conceptualised and executed by Schbang, the campaign film places the spotlight on Britannia’s Festive Plum Cake, using a contemporary family setting to show how simple celebrations can turn magical when shared. The film leverages generative AI tools such as Google Veo, Nano Banana Pro and Kling to create a visually rich, immersive universe that pushes creative boundaries beyond traditional production methods.
Speaking about the campaign, Shekhar Agarwal, General Manager – Marketing for Cakes, Rusks and Croissants, Britannia, said, “The festive season is a key consumption moment for cakes, and this campaign strengthens Britannia Cakes’ role during that period by focusing on togetherness and shared occasions. The film brings this thought to life through a contemporary family lens, while our expanded festive portfolio allows us to offer consumers more choice during the holidays. Together, the campaign and the new launches reinforce Britannia Cakes as a meaningful part of festive celebrations across households.”
Ria Shah, Associate Vice President – Integrated Solutions, Schbang, said, “The starting point for us was a simple insight: festive magic doesn’t come from grand gestures, it comes from the small, shared moments within families. We wanted to uncover that hidden magic rather than manufacture it. AI became a natural creative choice in bringing this thought to life. It gave us the freedom to imagine a visually rich, magical world without being constrained by traditional production complexities, while still keeping human emotion at the core. This balance of imagination and authenticity helped us tell a story that feels both contemporary and deeply relatable.”
The campaign also highlights Britannia Cakes’ refreshed festive packaging and its intent to make celebration-led consumption more accessible. The new festive range is now available nationwide across retail outlets, as well as on e-commerce and quick-commerce platforms.
With this festive push, Britannia Cakes aims to reaffirm its place at the heart of holiday traditions — quietly reminding consumers that the real magic of the season lies in coming together.
