Britannia has launched Pure Magic Choco Stars, a new chocolate cream cookie that redefines cream-filled treats with its innovative open-cream design. Unlike traditional sandwich biscuits, the Choco Stars feature a star-shaped cavity filled with rich chocolate cream on the lower half, offering a more indulgent experience.
To promote the product, Britannia has unveiled a unique ad campaign inspired by the 12 zodiac signs. Each ad showcases how different star signs, reflecting their personalities, enjoy the Choco Stars in their own distinctive ways—from the sensitive Pisces to the bold Leo, and the playful Scorpio.
Amit Doshi, Chief Marketing Officer at Britannia, emphasized that Pure Magic Choco Stars aims to break the traditional mold of cream biscuits, bringing extra fun and enjoyment to the choco-bakery experience. Suyash Khabya, Chief Creative Officer at The Womb, shared that the campaign’s playful approach ties each zodiac sign’s eating style to its personality traits, adding a personal touch.
The campaign will run across TV, digital, and social media, targeting users based on their zodiac signs, with an emphasis on virality and engagement.