Sobisco, the flagship brand of Kolkata-based Sona Biscuits, has appointed BC Web Wise as its integrated digital agency following a multi-agency pitch. The appointment comes shortly after the brand announced Amitabh Bachchan as its national brand ambassador.
The mandate covers social media strategy and management, content creation, campaign development, influencer marketing and digital media. BC Web Wise will shape Sobisco’s digital presence across its core markets in eastern and central India, creating campaigns and content around snacking occasions, regional insights and consumer behaviour.
Sobisco has been in the market for over 35 years and sells biscuits, cakes, rusks, wafers, snacks and noodles across 19 states. Shayesta Shahzabeen, AVP, Client Excellence and Strategy at BC Web Wise, said the richness of the portfolio and its role in millions of everyday moments stood out to the agency. Its strategic focus, she said, is to move beyond product communication and build a distinctive digital brand that celebrates the rituals, behaviours and shared moments that make snacking part of daily life.
Anuja Bharadwaj, creative director, Copy at BC Web Wise, said the most exciting part of the partnership is that Sobisco already has an authentic place in people’s lives, from chai breaks and family conversations to celebrations. The agency’s creative ambition is to build on these behaviours and shape a digital-first brand world that feels culturally relevant, socially native and rooted in everyday life.
