West Bengal comes alive during its coveted festive season – the sound of dhaak in the air, the rush of pandal hopping, the aroma of bhoger khichuri, evenings spent with friends and family, and countless little moments of joy that make the season wholesome.
This season, Britannia Cakes is celebrating these familiar joys with its latest campaign, ‘Unwrap the Joy of Celebrations’, bringing alive the spirit of West Bengal’s celebrations to life across the city through special festive edition packs, a brand film, AR activation and celebratory activities in West Bengal.
Known for its long-standing connection with consumers in West Bengal, Britannia Cakes is giving its festive cheer a distinctly celebratory flavour this year. The brand’s special edition packs bring six different festive rituals and traditions to life through vibrant celebration-inspired artwork, capturing the colors, energy and cultural moments that make the season unique to the city. Extending these stories beyond the pack, the brand has also launched a film inspired by these designs, bringing the rituals and celebrations to life on screen.
Taking the celebrations beyond the pack, Britannia Cakes is bringing these familiar moments to life across Kolkata. The celebrations are already on the move with the Britannia Cakes Metro Wrap, which has made its presence felt across Kolkata’s Green Line, from Howrah Maidan to Salt Lake Sector V, carrying the festive spirit through the city. Additionally, in newspapers, six consecutive days will celebrate six different festive rituals in AR, with a QR code that lets consumers create their own festive avatar – be it a dhaaki or a dhunuchi dancer – and share it with friends and family.
Speaking about the campaign, Shekhar Agarwal, general manager, Britannia said, “West Bengal has always held a special place in Britannia Cakes’ journey, and our connection with consumers here has been built over many years and many shared moments. West Bengal’s most celebrated season is one of the most special times of the year for the region, bringing together traditions, families, friends and communities. With unwrapping the joy of celebrations’, we wanted to celebrate these familiar moments in a way that feels true to the festive celebrations, while bringing a little more joy and sweetness to the festivities.”
Besides the special festive edition packs, Britannia Cakes will take to the streets of Kolkata to ask people what memories and stories the special edition pack brings to mind. From family traditions and neighborhood gatherings to rituals passed down through generations, this campaign is a tribute to the countless stories that make the festive season so uniquely special, with Britannia Cakes adding a little sweetness to every celebration.
IndiFoodBev — authentic, impactful and influential
An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
To improve your marketing and grow sales to the food and beverage processing and packaging industry, talk to us. Our research and consulting company IppStar [www.ippstar.org] can assess your potential and addressable markets in light of the competition. We can discuss marketing, communication, and sales strategies for market entry and growth.
Suppliers and service providers with a strategy and budget for targeted marketing can discuss using our hybrid print, web, video, and social media channels to create brand recognition linked to market relevance. Our technical writers are ready to meet you and your customers for content.
The second largest producer of fruit and vegetables in the world is continuously expanding processing capacities and delivery systems with appropriate innovative technologies. We cover product and consumer trends, nutrition, processing, research, equipment and packaging from farm to thali. Get our 2025 media kit and recalibrate your role in this dynamic market. Enhance your visibility and relevance to existing markets and turn potential customers into conversations. Ask for a sample copy of our bi-monthly in print or our weekly IndiFoodBev eZine each Wednesday.
For editorial info@ippgroup.in — for advertisement ads1@ippgroup.in and for subscriptions subscription@ippgroup.in
Naresh Khanna – 10 February 2025
Subscribe Now
