Mumbai: Britannia Pure Magic, the brand known for redefining choco indulgence, has unveiled its latest proposition, The New Temptation, introducing Choco Tarts—a decadent addition to its Pure Magic portfolio. Building on favourites like Choco Lush, Choco Frames, and Choco Stars, the brand continues to elevate the experience of indulgence with multi-layered textures and rich flavours.
Available in Hazelnut and Milk Choco variants, Choco Tarts combine a crisp tart shell with luscious choco crème and a delicate biscuit lid, offering an indulgent bite that balances textures and flavours. Each product in the Pure Magic range provides a unique experience—from the gooey centre of Choco Lush to the open crème surprise of Choco Stars, and now the layered delight of Choco Tarts.
To bring The New Temptation to life on screen, Pure Magic has partnered with Bobby Deol, who appears in a quirky, saintly avatar in the campaign films. Conceptualised by The Womb and produced by Sun City Studios, the films showcase how simple treats can transform everyday moments into shared joy. The campaign extends through an innovative mixed reality print activation, in collaboration with Xtendr, where consumers can scan a QR code to unlock an interactive 30-second game and earn BlinkIt discounts.
Commenting on the launch, Siddharth Gupta, General Manager, Marketing, Britannia, said, “With Pure Magic, our goal has been to bring a fresh and playful twist to choco indulgence. Together with Choco Lush, Choco Stars, and Choco Frames, the new Choco Tarts create a complete choco-bakery experience, with each treat offering its own distinct flavour and texture. We aim to make Pure Magic the go-to destination for premium, innovative choco treats. We’re delighted to have Bobby Deol bring this world alive through films that capture the charm, humour and joy of giving in to a new temptation.”
Bobby Deol added, “I’m excited to be part of the launch of Britannia Pure Magic range of Choco Cookies, a brand that truly lives up to its name. It’s indulgent, multi-layered, and full of surprises, qualities that make it stand out. Just as my recent roles have allowed me to explore new and intriguing characters, this range of products introduces a fresh and delightful way to enjoy indulgence. I love how it ties into Pure Magic’s ‘New Temptation’ proposition, which is all about bringing twists and new experiences to choco lovers.”
Heval Patel, COO, The Womb, said, “Over the past few years, Britannia has been at the forefront of innovative formats, and Pure Magic has led the disruption with Choco Stars and Choco Frames. Choco Tarts is another disruption that strengthens the Pure Magic range. Where other players offer individual treats, Pure Magic dials up indulgence multifold with its range offering. This became the bedrock of our ‘The New Temptation’ strategy. Consumers increasingly seek richer experiences, and we are elevating the brand into a more indulgent space.”
The Pure Magic range is available across Modern Trade and quick commerce channels, offering choco lovers an indulgent experience where every bite brings a twist of layers, textures, and fun.
