Britannia Cakes has launched its latest campaign, ‘Unwrap the Joy of Celebrations’, to mark West Bengal’s most awaited festive season. The campaign draws on familiar sights and sounds, from the beat of the dhaak and pandal hopping to bhoger khichuri and evenings with family and friends. It brings together special festive packs, a brand film, an AR activation and on-ground activities across the state.
The special edition packs depict six festive rituals and traditions through vibrant, celebration-inspired artwork. A brand film inspired by these designs extends the stories beyond the pack. In Kolkata, the Britannia Cakes Metro Wrap carries the festive spirit along the Green Line, from Howrah Maidan to Salt Lake Sector V.
The AR activation runs in newspapers over six consecutive days, with each day highlighting a different ritual. A QR code lets consumers create their own festive avatar, such as a dhaaki or a dhunuchi dancer, and share it with family and friends.
Shekhar Agarwal, General Manager, Britannia, said West Bengal holds a special place in the brand’s journey, built over many years of shared moments. He added that the campaign aims to celebrate familiar festive moments in a way that feels true to the season. The brand will also speak to people on the streets of Kolkata to collect the memories and stories the special packs bring to mind, from family traditions to rituals passed down through generations.
