Rusks are at the bottom of the biscuits category but with this campaign, Britannia has brought them into a new trajectory
Campaign: Confession and Pehla Aap
Brand: Britannia Maska Rusk
Company: Britannia Industries Ltd
Agency: Grey Group
The first ad ‘Confession’ opens on a candid conversation between a mother-in-law and a daughter-in-law played by Neena Gupta and Konkona Sen Sharma respectively where they admit to their initial dislike for each other. Over a cup of tea and rusks, they exchange notes on each other’s idiosyncrasies, indirectly acknowledging the path they have travelled from their initial reservations about each other to their friendly equation today. The story ends with the mother-in-law asking about dinner in a pseudo stern voice to which the daughter-in-law impishly replies that it is the older woman’s turn to cook. The voice-over then says it is always healthy to have some fun in any relationship, comparing it to the new Britannia Maska Rusk. Finally comes the tagline: Healthy me lao masti.
The second features the same pair in the drawing room as the doorbell rings. With neither in the mood to get up, each urges the other one giving all kinds of excuses. Finally, the mother-in-law says that the daughter-in-law Konkona should open the door since it’s most probably her husband Sudhir at the door. To which, Konkana gives the ultimate rejoinder: “Before he was my husband, he was your son”. The film ends with the voice-over talking about the fun quotient in a healthy relationship.
A relaxing cup of tea. Some munchies. Your guard is down. Playful banter, some home truths, and it’s the start of a healthy relationship. Mother-in-law and daughter-in-law verbal duels are part of Indian folklore. It’s a story that anyone in India can relate to. And with impeccable actors such as Neena Gupta and Konkona Sen Sharma playing the two lead roles, it’s no wonder that the ads stand out. The witty dialogues, the one-liners laced with sarcasm all add spice to the film – just what Britannia’s new Maska Rusk promises. More importantly, the product blends in with the story, and does not look like a forced debutant.
Rusks are at the bottom of the biscuits category but that does not mean they don’t deserve the consumer’s mind share. With just a couple of big brands – Britannia and Parle – in this segment which is dominated by local players, it makes sense for Britannia to create buzz around its product and justify its premium factor. With this new variant, the company is looking to stay ahead of the rest, and create a space for itself. The choice of celebrities is perfect for the brand. Given the two ladies’ ability to connect with the audience, looks like there will be exciting times ahead for the brand.