Britannia and The Womb tell India that it is Pure Magic to ‘live this moment’

Britannia’s much loved choco-filled cookie brand Pure Magic Chocolush has launched its latest campaign 'Live This Moment'. The new campaign showcases Pure Magic Chocolush in its all-new avatar, wherein an enlightened man teaches his followers to experience the gooey choco filling and the crunch of Pure Magic Chocolush. The TVC brings alive the true characteristics of the cookie- loaded with 38% choco inside. Pure Magic Chocolush has been introduced with new-age premium packaging by Britannia.

Talking on the launch, Amit Doshi, chief marketing officer, Britannia Industries, said, “On Pure Magic, we sought to express the key product attribute of the abundant gooey choco center wrapped in a crunchy cookie. We came to realize that people don’t consume Pure Magic, but Pure Magic consumes people. And that led us to our idea of forgetting the past and not worrying about the future but rather living in this moment. With a brand-new product experience and a powerful brand idea that builds desire for Pure Magic, while distinctly distinguishing itself from the competition, we hope it touches the right taste buds of the choco-loving consumers.”

Doshi added, “The premium indulgence category of biscuits is growing faster than the overall biscuits category. Given these changing consumer preferences and market dynamics, we wanted a strategic firm like The Womb to be associated with us. They have the right balance of strategic and creative capabilities to create compelling communication for growth.”

Kawal Shoor, co-founder, The Womb, said, “It's a privilege to work with a legacy company like Britannia and on brands like Bourbon, Pure Magic, and Treat with Amit and the entire team. The premium indulgence category of biscuits is one of the most closely contested categories. New competition has emerged; however, Britannia was and will remain the OG. On Pure Magic, we looked at expressing a core product truth of abundant gooey chocolate center, encased in a crunchy cookie through a cultural insight. Through our research, we realized that people don’t consume Pure Magic, but in turn, Pure Magic consumes people. It is so indulgent and gooey that you cannot do anything else but focus on it and relish it. And when you so focus on something, you live in the present. The future and the past dissipate from consciousness. This helped us arrive at our big idea of a cookie so involving that it takes your mind off everything else and makes you ‘live this moment’.”

Suyash Khabya, creative head, The Womb, said, “The brief allowed us, the creatives, to be indulgent, just like the product. So we cracked the idea of an enlightened man professing the product truth, but in his quirky way. He will now be dispelling the message of ‘Live This Moment’ and through him, Pure Magic will have a point of view on various topics...no gyan but a funny take. Apart from the TVC, there are a whole lot of digital videos, topical stuff, and a solid 360 campaign overall. On this, the client team at Britannia is letting us have a cookie of a time.”

The 360-degree campaign will be led by television and digital platforms, including YouTube and social, as well as print.

The all-new Pure Magic Chocolush packs are available in multiple SKUs (12g: Rs. 5, 75g: Rs. 35, 300g: Rs. 140) and are already available in retail stores and e-commerce platforms.