Britannia Pure Magic, known for redefining choco indulgence, has launched its latest offering – Choco Tarts – under its new proposition, The New Temptation. This decadent addition joins popular favourites like Choco Lush, Choco Frames, and Choco Stars, further expanding Pure Magic’s portfolio of premium choco treats.
Available in Hazelnut and Milk Choco variants, Choco Tarts feature a crisp tart shell filled with rich choco crème and topped with a delicate biscuit lid. The new product aims to deliver a balanced, multi-layered bite that combines textures and flavours for an indulgent snacking experience.
To bring this indulgence to life, Britannia has partnered with Bobby Deol, who stars in the campaign films as a quirky, saintly avatar. Conceptualised by The Womb and produced by Sun City Studios, the films highlight how small moments of indulgence can turn ordinary situations into joyful ones. The campaign also features an interactive mixed-reality print activation created with Xtendr, where consumers can scan a QR code to unlock a 30-second game and earn BlinkIt discounts.
Siddharth Gupta, General Manager – Marketing, Britannia, said:
“With Pure Magic, we’ve always aimed to offer a playful, premium twist to choco indulgence. Choco Tarts, alongside Choco Lush, Choco Stars, and Choco Frames, creates a complete choco-bakery experience – each with its own unique texture and flavour. We are excited to have Bobby Deol bring this world to life with charm and humour, making the idea of ‘The New Temptation’ irresistible.”
Bobby Deol added:
“Pure Magic truly lives up to its name. Choco Tarts are indulgent, multi-layered, and full of surprises – just like the characters I’ve explored in recent years. This campaign is a fresh, fun way to celebrate the joy of giving in to a new temptation.”
Heval Patel, COO, The Womb, commented:
“Pure Magic has consistently disrupted the market with innovative formats like Choco Stars and Choco Frames. Choco Tarts take this a step further, dialing up indulgence and strengthening the brand’s premium positioning. Consumers today seek richer, more layered experiences, and ‘The New Temptation’ delivers exactly that.”
The entire Pure Magic range is now available across Modern Trade and quick commerce platforms, offering choco lovers a playful and premium indulgence with every bite.
