Italian confectionary and bakery major Bauli Group has launched their latest campaign, ‘Kya Khaayein?’ to pitch its signature product – Moonfils.
In 2022, Bauli celebrates 100 years of creating baking and confectionery food, born out of Italian values and traditions.
The campaign conceptualized and executed by BBH India was created from a simple insight – “It takes more time deciding what to eat than it takes to eat these days.” The TVC uses humor to demonstrate how the dilemma of ‘Kya Khaayein?’ (lit. What to eat?) can annoy one to no end. However, Bauli Moonfils positions itself as the no-fuss snack that can keep the dilemma at bay.
“The BBH team made the ‘Kya Khaayein’ campaign on a strong consumer insight around the snacking behavior,” said Abhinandan Dhoke, MD Bauli India. “The Bauli brand has always focused on introducing new-age snack formats to India. Through our robust distribution network, we make this world-class product accessible to our vast audience across the country.
Russell Barrett, CCO & CEO, BBH India, added, ““Kya Khaayein?” is a question that will derail every conversation or situation till it is answered. It’s a pressing, urgent question that demands our complete attention and Bauli Moonfils chose to be the answer. It’s extremely difficult to land a new perspective in the snacking category and we are extremely excited with the potential of this work. It was fantastic to collaborate with like-minded clients at Bauli and every conversation was enriching.”
Agency: BBH India
CCO and CEO: Russell Barrett
Chairman: Dheeraj Sinha
MD & Head of Strategy: Sanjay Sharma
Executive Creative Director – George Sebastian
Copywriter – Rhea Kumar
Art Director – Mihir Padia
Head of Production – Jignesh Maru
Executive Producer – Pooja Talwar
Senior Vice President – Aalok Vashi
Sr. Business Partner – Sayali. Kolge
Strategy Director – Abir Banerjee
Production House – Crazy Few Films
Founder: Urfi Kazmi / Viraj Gawas
Director: Nilay singh