Pladis India, the maker of the globally renowned biscuit brand McVitie’s, has launched its latest campaign in India titled “Shuru Kisne Kiya.” The campaign highlights McVitie’s rich legacy as the original creator of Digestive biscuits, reinforcing the brand’s long-standing heritage and authenticity.

Rooted in everyday Indian rituals, the campaign draws parallels between cultural practices that are deeply followed yet rarely questioned and McVitie’s undisputed origin story. Through moments filled with warmth, humour, and relatability, the campaign conveys a simple yet powerful truth: while many traditions have unknown beginnings, the origin of Digestive biscuits is clearly McVitie’s. With a baking heritage spanning 186 years, the brand positions itself as a symbol of trust, tradition, and consistency that has shaped biscuit culture worldwide.

Speaking about the initiative, Ritesh Gauba, Country General Manager – India, pladis Global, said that “Shuru Kisne Kiya” honours a legacy that has influenced global snacking habits. He added that Indian consumers increasingly value authenticity and emotional connection with brands, making this campaign a meaningful way to reintroduce McVitie’s heritage. He also emphasized that McVitie’s Digestives are proudly made in India, for Indian consumers.

Pawan Jagnik, Head of Marketing – India, pladis Global, noted that the campaign reflects Indian cultural sensibilities while staying true to McVitie’s global identity. According to him, the campaign is not only about celebrating heritage but also about starting conversations around origins, authenticity, and shared traditions.

With “Shuru Kisne Kiya,” McVitie’s successfully blends its historic legacy with contemporary storytelling, strengthening its relevance in the Indian market while reaffirming its position as the original maker of Digestive biscuits.