Hellmann’s latest integrated brand campaign, ‘Dry Bread Gone, Creaminess On!’, is giving sandwiches across India a much-needed creamy upgrade. Led by a pair of outspoken “Taste Buds,” the campaign celebrates the indulgent joy of creamy sandwiches – turning a universal pain point (dry bread) into a playful cultural moment.
Conceptualised to feel fresh, local, and deeply relatable, the campaign combines humour, food love, and bold storytelling. The PR leg, led by Edelman India, brings together social-first storytelling, influencer collaborations, experiential activations, and eye-catching food visuals to create an earned-first brand movement.
The campaign kicks off with internet favourites Anshula Kapoor and comedian Aaditya Kulshreshth (Kullu), who step into their new avatars as the “Taste Buds.” Both creators swapped their Instagram profile pictures for quirky Tastebud icons and rewrote their bios to match – instantly sparking curiosity online. Their playful hunt for India’s creamiest sandwiches quickly became a conversation starter on social media.
Building on this buzz, Hellmann’s hosted the first-ever Sandwich Social – a flavour-filled experiential event designed for true sandwich lovers. The event showcased how a creamy dollop of Hellmann’s Mayonnaise can transform even a simple sandwich into an irresistible, indulgent treat.
Earlier in August 2025, Ogilvy India set the tone for the campaign with a 30-second film introducing animated Taste Buds and their cheeky verdict: “Dry Bread Gone, Creaminess On.” Since then, the campaign has expanded across multiple platforms with a consistent dose of humour and creativity.
Priyanka Ganguly, Head – Foods & Unilever Food Solutions India, Hindustan Unilever, said,
“At Hellmann’s, our vision is to inspire people to bring out the best in their food and make every meal more delicious. The ‘Taste Buds’ perfectly capture that sentiment – they’re the voice of every foodie who knows a sandwich should never be dry. Hellmann’s creamy mayonnaise is the hero that makes every bite rich, tasty, and memorable.”
Ashutosh Munshi, Lead Advisor – Integrated Marketing and Communications, Edelman India, added,
“Our goal was to create a movement, not just a campaign – one that builds desire for creamy sandwiches at scale. By giving ‘Taste Buds’ a voice through creators and cultural experiences, we turned Hellmann’s into more than a condiment brand; it’s now a playful cultural icon that audiences love to engage with.”
With humour, personality, and mouth-watering visuals at its core, the ‘Tastebuds Approved’ campaign invites everyone to ditch dry sandwiches and turn the creaminess on – only with Hellmann’s Mayonnaise.
