Mumbai: India just rolled out the red carpet for the world’s favourite caramelised biscuit. In a moment that brought together indulgence and imagination, Mondelēz International officially introduced the iconic Lotus Biscoff® to India, unveiling its integrated brand campaign, “Welcome to the Biscoff Feeling.”
Rooted in the belief that Biscoff’s uniquely caramelised flavour is something to be felt rather than simply tasted, the campaign celebrates the emotional world it unlocks—the warm, indulgent joy that elevates everyday moments into unexpectedly delightful experiences. To bring this idea alive, Mondelez India hosted an immersive experiential launch event designed as a sensorial playground, recreating the brand’s emotional universe through life-sized installations, themed tasting zones inspired by Indian tea and coffee rituals, and creator-led storytelling spaces. With leading media, top influencers, and celebrity guests in attendance, the evening welcomed the global icon through indulgence, cultural playfulness, and interactive discovery.
Following the real-world introduction, the brand unveiled its campaign film, extending the same emotional premise into cinematic storytelling. Set across relatable home, office, and café moments, the film follows young adults navigating everyday situations—each instantly elevated by the unmistakable Biscoff taste. This sensorial narrative captures Biscoff’s indulgent experience, encapsulated in the line: “Welcome to the Biscoff Feeling.”
Speaking on the launch, Nitin Saini, Vice President – Marketing, Mondelez India, said, “This launch is about giving India its first real taste of what makes Biscoff iconic, not just through communication, but through an experience that lets people feel the brand’s emotional and sensorial world. Bringing the film and immersive event together allowed us to introduce Biscoff with the scale and energy it deserves, and we are excited for India to now discover the Biscoff Feeling in their own everyday moments.”
The integrated campaign has been developed in partnership with Ogilvy, Wavemaker, and Edelman—bringing the Biscoff Feeling to life through creative storytelling, media amplification, and experience-led engagement. In addition to the film and experiential event, the campaign spans outdoor, social media extensions, influencer activations, and partnerships with cafés and airlines, ensuring the Biscoff Feeling reaches consumers across every touchpoint.
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, added, “The idea of ‘The Biscoff Feeling’ comes straight from the product. When you bite into the Biscoff you realise that the flavour is indeed unique, and it surprises you in the best way possible. The film captures this feeling.”
Shekhar Banerjee, Chief Client Officer, and Head—West, North & East, Wavemaker India, WPP Media, said, “Biscoff has long been the favourite dessert finishing touch for some time and now, it is here to become the perfect partner to our coffee moments. Our ambition is clear: to build a premium, iconic imagery for the brand with the right audience from day one. It has been just three weeks in market, and the response has been phenomenal. With high-impact media, OOH innovations in key corridors, influencers, and bold storytelling lined up, this is only the beginning. The ‘Biscoff Feeling’ is here and we are just getting started.”
Ashutosh Munshi, Lead Advisor – Integrated Marketing and Communications, Edelman India, added, “Our ambition was to create a cultural moment, not just a launch. By giving India an immersive Biscoff welcome through creators, conversations, experiential storytelling, and a signature red-carpet moment, we turned the brand’s emotional charm into something people could feel, share, and celebrate. This is how Biscoff steps into India: warm, iconic, and with a flavour that sparks joy across every touchpoint.”
