UNIBIC has launched a new campaign for Swaadesi Biskut centered on spontaneous conversations, introducing the concept of “A Biskut Moment.” Created by Theblurr, the campaign is built around the tagline “Chai, Gupshup aur Biskut.”
The campaign is based on the idea that spontaneous conversations are an everyday part of life in India, with Swaadesi Biskut positioned as the cue to pause, bring out chai and biskut, and continue the conversation.
The brand’s proposition, “Desi at heart. Better by design,” is reflected in Swaadesi Biskut’s combination of familiar Indian flavors and a contemporary formulation.
The campaign films depict everyday situations in which conversations are briefly paused until Swaadesi Biskut is served, framed as “A Biskut Moment.”
“Swaadesi Biskut brings together flavours and rituals that feel distinctly Indian,” said Mr Ashish Nichani, Vice President – Growth Brands, Unibic Foods India Private Ltd.
“Through ‘Chai, Gupshup aur Biskut,’ we wanted to create a relatable world around the brand, one that celebrates the conversations, connections and everyday stories that come alive over chai and biskut.”
“India is a country of spontaneous conversations,” said Sainath Saraban, Co-Founder and Chief Creative Officer, Theblurr.
“We are always ready to exchange gossip, jokes, stories, information or an idea that cannot wait. With ‘A Biskut Moment,’ we wanted Swaadesi Biskut to own this occasion. The thought is simple: hold that story for a moment, bring out the chai and biskut, and then let the conversation begin. ‘Chai, Gupshup aur Biskut’ is an extendable idea that can become a long-term property for the brand.”
“This campaign is another milestone in our journey with UNIBIC and continues our quest to deliver truly integrated, full-service campaigns that build brands, not just advertisements,” said Aatsi Desai Jasani, Co-Founder and Chief Growth Officer, Theblurr.
“‘A Biskut Moment’ is a simple, culturally rooted idea that brings the brand proposition to life in a way people can instantly relate to. Our ambition is to make this an ownable brand property that strengthens Swaadesi Biskut’s place in everyday conversations and reinforces ‘Chai, Gupshup aur Biskut’ as a memorable ritual for consumers.”
Credits
Client: UNIBIC
Brand: Swaadesi Biskut
Brand Team: Marketing Manager: Sriranjini Balasubramanian, Digital Marketing Manager – Radhika Vasant
Creative agency: Theblurr
Co-Founder & Chief Executive Officer: Shams Jasani
Co-Founder & Chief Creative Officer: Sainath Saraban
Co-Founder & Chief Operating Officer: Gopa Menon
Co-Founder & Chief Growth Officer: Aatsi Desai Jasani
Creative: Mandar Vardekar
Account Management: Nisha Narayanan
Media: Ajay Kumar
Strategy: Abhishek Hariharan
Production House: Fhoa Production
Executive Producer: Jayant Hadke
Director: Gaurav Ahuja
Producer: Ishan Singh
Talent DOP: Dhiraj Sharma
Production Designer: Anand Devlekar
Costume Stylist: Rukhsar Shaikh
HMU: Umehaani
DA: Sharvari Raje
1st AD: Simran Khanna
2nd AD: Ratnesh Naidu
Line producer: Avdhut Desai
Production manager: Sajid Shaikh
Post Producer: Zaisha Shetty
Offline: Aryan Bandarkar
Online: Pradnesh Ganwankar
Grade: Sminil Vartak
Music: Akash Muduliar
