Britannia showcases the star-sign inspired way to eat a cookie

Conceptualised by The Womb, the campaign comprises 12 films, one for each star sign.

Britannia has rolled out a campaign introducing its latest offering- 'Britannia Pure Magic choco stars.'

Conceptualised by The Womb, the campaign comprises 12 films, one for each star sign. Each ad film, inspired by the personality and traits of different Zodiacs, showcases how individuals from each sign eat their choco star cookie. From the over-sensitive Pisces guy to the balanced Libra woman, the films highlight the qualities and attributes of each star sign.

What we think about it: An innovative and fun campaign, the films are bite-sized and engaging. With a different film for each star sign, the ads interact with the audience in a unique way.

Amit Doshi, chief marketing officer, Britannia said, “We wanted to create a product that would break the mould of traditional cream biscuits, and Pure Magic Choco Stars is an exciting new format that brings an extra level of fun and enjoyment to every bite. As the newest addition to our Pure Magic brand, which continues to push the envelope with its innovative chocolate offerings, Choco Stars brings a fresh twist to the choco-bakery experience. Paired with our star sign-themed campaign, we hope to connect with consumers on a deeper level by tapping into the unique personalities and behaviours that make each of us who we are."

Suyash Khabya, chief creative officer, The Womb, said, “When thinking of interesting ways to eat Choco Stars, someone in the creative team said we can plan 100 interesting ways to eat it...but actually, on deep creative introspection, we figured there are only 12 ways to eat Choco Stars. Because there are only 12 star signs! Ta-da. Each star sign eats Choco Stars according to their personality trait. We had great fun figuring the personality traits and matching them to the star signs. On another note, I am just wondering when was the last time a product was launched with 12 ads on the same day?!? Hats off to the team at Britannia for lapping up the idea on the first hearing itself. Not just TV, we have a solid digital and social plan for this campaign. We will be targeting people based on their star signs on Meta. And we are very confident that the idea inherently has virality embedded in it, it’s simple yet unignorable. And it will lead to sharing and conversations."