Grey Group creates TV campaign for Britannia Rusks range

The idea of consuming a pack of crunchy Rusk in outer space and that too by the entire spatial family does sound incredible. This exaggerated situation is a part of the new TV campaign launched by the confectionary behemoth Britannia for its Rusks range, for the first time ever.

The rusk - a hard, dry biscuit or a twice-baked bread – is a category that is present in many countries and takes various shapes and flavors across the globe. The rusk market is a largely unbranded and unorganized market, which has no single national player. In this backdrop, Britannia decided to look at this category seriously and come out with a product that according to them is crisper, crunchier and a whole lot better than any other option available.

“This communication is the first step in that direction which would begin with the TVC roll out and also have strong Point of Sale activation.” Shares Hari Krishnan, Vice President – South, Grey group.

The Grey team, led by the National Creative Director duo - Amit Akali and Malvika Mehra, has created the campaign. The production house is Tubelight Films. Elaborating on the creative treatment, Vishnu Srivatsav, Executive Creative Director, Grey Group says, “ We wanted to show a regular quirky family, that could be present in any city but we chose to keep it in Space but only as a setting.” The core idea is the crunchiness and juiciness of Britannia Rusk and how it brings the entire family together during teatime, in outer space when there are Rusks being eaten by the various members of the family one after the other.