Sobisco has launched a three-film campaign featuring Amitabh Bachchan, created by The Script Room, as the Kolkata-based biscuit and bakery brand prepares to expand beyond eastern India.
The campaign presents Bachchan in three roles across films for Sobisco Butter Biscuits, Sobisco Marie and Cream Filled Cakes. He plays a husband, a poet and a grandfather respectively.
The initiative supports Sobisco’s expansion into western, southern and northern markets. The company has set a five-year turnover target of Rs 5,000 crore.
Each film uses an everyday relationship to introduce the relevant product. The approach aims to retain the brand’s warmth and familiarity while presenting it to consumers across generations and regions.
Ayyappan Raj, founder of The Script Room, said Sobisco is at an exciting inflection point, combining decades of consumer trust with an ambition to grow nationally. He said Bachchan’s versatility allowed the team to create characters that were authoritative, playful, affectionate and relatable.
Mahesh Agarwal, director, Sobisco, said the campaign reflects the brand’s history and its future ambitions. He added that Bachchan’s recognition would help take Sobisco’s story to audiences.
Directed by Punit Malhotra and produced by Dharma 2.0, the films go live on television and platforms from August 24.
