Britannia launches its new NutriChoice Herbs & Seeds Cookies’ Film
What would Ashwagandha look like? Should Chia Seeds wear a headband? Can Tulsi Aunty be a boxer? Such are the questions a team ends up asking themselves when the idea to launch Britannia NutriChoice’s newest cookies (NutriChoice Seeds & NutriChoice Herbs), is to personify every power-packed ingredient in it.
The brand’s newest launch, conceptualised by Talented & produced by Lucifer Circus, is probably one of its more adventurous pieces - a fantasy comedy of errors in which we see the world of the ingredients (Five Seeds & Five Herbs) come alive, within the cookies. Complete with characters, costumes, personalities - the works! Ingredients quarrel with each other, try one-upping each other, creating an absolute ruckus, until they remember why they’ve left their ‘old jobs’ to be in this cookie… and that realization gives them purpose.
“The NutriChoice portfolio has grown over the years by actively responding to changing consumer expectations around healthy snacking. The effort is to identify good-for-you ingredients through the convenience and taste of a cookie. It’s the reason we launched NutriChoice Diabetic Friendly Essentials Oats and Ragi cookies, and more recently cookies with 20% Protein. Our latest cookie launches are NutriChoice Seeds & NutriChoice Herbs - with the power of 5 Seeds & 5 Herbs. Playing up the ingredient story was essential - and I’m glad we found a truly entertaining way,” says Amit Doshi, Chief Marketing Officer at Britannia Industries Limited.
“These seeds & herbs haven’t belonged together in a cookie - they’ve been in shampoos, cough drinks and sambar, all independently. It’s for the benefit of you, the consumer that they’ve come together - leaving the baggage of their ‘old jobs’. For your immunity. For your convenience. Shout out to our director - Shayak Roy - whose vision brought this film (and each of its ingredients) to life. I have never relied purely on a director’s instinct as much as I did for this launch,” says PG Aditiya - Co Founder & CCO, Talented.
Shayak Roy, Director, Lucifer Circus said, “I love the way PG and the team at Talented drafted the script. Casting was key. Each element of the film from inside the biscuit, to each seed and herb was curated with a lot of effort put in by PG and I. We needed to make sure each cast member resonates the bizarre reality we were attempting. Grateful for the freedom team talented allowed me to execute this vision. Rarely does one come across films with so many layers; looking forward to collaborating with master craftsman, PG and the team at talented again”