Cremica Golden Bytes cuts through the clutter with its crunchiness.
The premium cookies category in India is full of surprises; one where innovation really drives players to deliver their best. Whether new or old, if the product manages to strike a chord with consumers, they instantly cling on to the offering and go on to patronize the brand for a very long time.
Cremica, the premium cookie brand from Mrs Bectors Foods Specialities Limited has recently launched its new cookie brand - Cremica Golden Bytes. Golden Bytes offer abundance of taste and nuts and has the perfect combination of crunch and butter softness. To highlight its features, Cremica has rolled out a new film that portrays the brand as an innovative offering compared to other brands in the category.
Conceptualised and executed by Publicis India, the film is an intelligent take that questions the consumer’s judgement abilities based on what they see. This is especially true for the premium cookie category, where brands talk about being a class apart but do not have anything new to offer. This leads consumers to believe that despite brands making tall claims to offer something unique, do they really end up doing that? Cremica Golden Bytes questions this intent in an interesting manner through the latest brand film.
Commenting on the marketing objective behind the film, Mr. Anoop Bector, MD, Mrs Bectors Foods Specialities said: “We are excited about our new premium cookie launch – Golden Bytes, a step ahead in establishing ourselves in the premium cookie segment. The product offers abundance of taste. In our communication we have kept the focus on the core of biscuit – a perfect combination of crunch and butter softness making it “JITNA BUTTERY UTNA CRUNCHY”. With its brilliant taste, creative packaging and competitive pricing; Golden Bytes will surely entice your senses.”
The film begins with the male protagonist pulling a biscuit out of Cremica Golden Bytes and affirming “oh, butter biscuit!”. To which the biscuit comes alive and questions him back asking whether he did the same when it came to deciding his wife? Whether he selected her based on her looks or otherwise? If no, then why was he being generic in making a claim about Cremica Golden Bytes? The real test is in eating it and then making a claim about its goodness. Cremica Golden Bytes is unique as it is buttery, crunchy and is perfectly baked so that consumers get a perfect buttery & crunchy feel when they eat it.
Highlighting the creative insight and objective behind the film, Nitin Pradhan, Head of Creative, Publicis India said, “For a new biscuit brand where product differentiation is only incremental, the communication becomes that much more critical. We found merit in keeping the focus of the story on the biscuit and bumped on the talking biscuit device. A couple coming across a ‘touchy’ biscuit that snaps at them in an otherwise regular afternoon was something that we all felt excited about. The casual banter capturing the core feature (Jitna buttery, utna crunchy) seemed quite cheeky, yet simple and focused.”
The TVC will be aired across regional channels especially in North India. The print and outdoor plan will also be focused primarily towards the markets of Punjab, Haryana, HP-JK, and Delhi.
Watch the film here: