Britannia Rusk replaces hunger and anger in Grey Bangalore's sequel to its saas-bahu campaign featuring Nina Gupta and Konkona Sen Sharma

Britannia Rusk.jpgAs a follow up its first series of television commercials, Grey group India has rolled out a new sequel to its saas-bahu campaign for the Britannia Rusk. The campaign in the form of a television commercial features the jodi of Neena Gupta and Konkana Sen Sharma in the saas-bahu role.

Research revealed that mornings are a chaotic time for housewives and hunger is only making it worse. This struck as the right window for a snack like rusk to enter as it is solid, filling and of course goes well with the morning tea.

Britannia Rusk2.jpgThe film named "Galti" picks up from where the earlier campaign left off. It depicts a day in the life of a saas-bahu duo portrayed by Nina Gupta and Konkona Sen Sharma respectively. One of them is cranky and the other knows that hunger is the cause of it and teases the former a little before offering Britannia Rusk. The lighthearted banter between the saas and the bahu makes for an engaging viewing. The brand promise is signed off with a catchy baseline - 'Yeh paet bhare, mood great kare'.

Ram Jayaraman, Executive Creative Director, Grey Bangalore said, "Mornings are seldom good for housewives. And dealing with a tough start to the day - on an empty stomach - only makes it worse. Luckily, Britannia Rusk is solid enough to get rid of both hunger and anger, and replace them with a smile."

Manjunath Desai, Vice President, Strategy & Business Development, Britannia said, "We wanted to create a new proposition for Britannia Rusk that truly cements the role that brand plays in a consumer's life. Research helped us come up with a powerful insight - Rusk is the solid hunger busting tea accompaniment that takes care of your morning hunger and the anger that accompanies it. Britannia Rusk already has an endearing creative device in the Saas Bahu Duo which we have retained in this communication."

Client Servicing: Vishal Ahulwalia, Amarendra Singh, Varun C, Anil Kumar
Creatives: Sandipan Bhattarcharyya, Ram Jayaraman, Mark Flory, Gautham Seran
Planning: Ajay Ravindran, Barsha Chakraborty
GREY Works: Samir Chadha, Sharad Shinde
PR & Corporate Communications: Sonal Sheth, Huma Qureshi, Pang Yanrong
Product House: Rising Sun Films
Director: Shoojit Sircar
Producer: Ronnie Lahiri
Music: Anupam Roy Britannia:
Vice President, Strategy & Business Development: Manjunath Desai
Business Head: Nidhi Saraf
Product Manager - Rusk: Priyadarshini Kapoor
Cast: Konkona Sen Sharma, Neena Gupta

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