Britannia Reinvents Cream Biscuits with Pure Magic Choco Stars

Britannia is reshaping the way India enjoys cream biscuits with the introduction of Pure Magic Choco Stars, a unique addition to the retail market. Unlike the traditional sandwich-style biscuit, this innovative treat features an open-cream design. The rich chocolate cream rests in a star-shaped cavity on the lower half of the cookie, doing away with the top layer, offering a more indulgent and flavorful experience.  

The launch is supported by a distinctive marketing campaign themed around the zodiac signs. Spanning 12 creative advertisements, each ad is designed to showcase how individuals of different star signs enjoy their Choco Stars in ways that reflect their personality traits. From a sensitive Piscean savoring each bite to a royal Leo making it a grand affair, the campaign ties snacking habits to zodiac characteristics, making the experience engaging and relatable for consumers.  

Amit Doshi, Chief Marketing Officer of Britannia shared, “We wanted to create a product that would break the mold of traditional cream biscuits, and Pure Magic Choco Stars is an exciting new format that brings an extra level of fun and enjoyment to every bite. As the newest addition to our Pure Magic brand, which continues to push the envelope with its innovative chocolate offerings, Choco Stars brings a fresh twist to the choco-bakery experience. Paired with our star sign-themed campaign, we hope to connect with consumers on a deeper level by tapping into the unique personalities and behaviors that make each of us who we are.”  

Suyash Khabya, Chief Creative Officer at The Womb added, “When thinking of interesting ways to eat Choco Stars, someone in the creative team said we can plan 100 interesting ways to eat it... but actually, on deep creative introspection, we figured there are only 12 ways to eat Choco Stars. Because there are only 12 star signs! Each star sign eats Choco Stars according to their personality trait. We had great fun figuring the personality traits and matching them to the star signs.”  

In addition to television, the campaign has a robust digital and social media strategy. Consumers will be targeted based on their star signs on platforms like Meta, leveraging the campaign's inherent virality to spark conversations and sharing.  

Britannia’s Pure Magic Choco Stars represent an innovative leap in the retail biscuit category, combining creativity in product design with an engaging marketing narrative. The brand aims to connect with consumers not just through taste but by making snacking a personalized and enjoyable experience.