UNIBIC has rolled out a new campaign for its Swaadesi Biskut range titled ‘A Biskut Moment’, built around the idea that India runs on conversation – gossip, banter, stories, and everything in between. Conceptualised by Theblurr, the campaign brings the brand’s core proposition, ‘Chai, Gupshup aur Biskut’, to life by positioning Swaadesi Biskut as the essential companion to India’s tea-time chatter.
Anchored in the philosophy “Desi at heart. Better by design,” Swaadesi Biskut is made with atta, skips maida and palm oil, and comes in Atta, Jeera, Fruit, and Kaju variants – familiar flavours with a modern twist.
The campaign films lean into a simple, relatable insight: conversations often pause the moment chai and biskut show up. By dramatising that split-second interruption, UNIBIC hopes to turn ‘A Biskut Moment’ into a recognisable ritual tied to everyday bonding.
Ashish Nichani, VP – Growth Brands at Unibic Foods India, said the campaign was built to create a relatable world around the brand, one rooted in the connections and stories shared over chai and biskut.
Theblurr’s Sainath Saraban called India “a country of spontaneous conversations,” noting that the idea invites people to hit pause, bring out the chai and biskut, and then let the conversation flow – positioning it as a long-term brand property. Co-founder Aatsi Desai Jasani added that the campaign reflects their goal of building full-fledged brand worlds, not just ads.
With this push, UNIBIC aims to drive trial and awareness while embedding Swaadesi Biskut into India’s culture of everyday, unscripted conversation.
