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Britannia launches Jim Jam Pops, an innovative open creme biscuit
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Thursday, 17 August, 2023, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Earlier in the month, Britannia launched Jim Jam Pops, a first of its kind open creme biscuit. The teaser campaign for the launch was conceptualised by Schbang, and the mainline campaign by The Womb.
Britannia teamed up with the hot shot duo Tanmay Bhat and Varun Mayya, founders of Overpowered AI. The duo’s IG reel, set the tone for the mystery- Is this a UFO or an AI illusion? Raj Shamani also joined the bandwagon, and added to the mystery of the UFO.
Amit Doshi, chief marketing officer, Britannia Industries, said, “Britannia Jim Jam biscuits are savoured for its crunchy outer layer, creme interiors and the sugar sprinkled, gooey jam on top. Considering the crème is the most fascinating part of the biscuit, we introduced Jim Jam Pops as the first open creme biscuit, a market disruptor. We call this innovation, ‘the biscuit from the future’ thanks to its indigenous design, crunchy base, a crème top and a jammy centre, thus offering a delightful and an unconventional creme biscuit experience. Jim Jam Pops is our latest addition to the Jim Jam family and with this, we aim to create a new trend of biscuit consumption for consumers. We commend the creative collaboration of our agency partners The Womb and Schbang for conceptualizing the campaign and giving an insight into the futuristic product. Both the agencies did an excellent job in identifying interests of our target audience, the youth. We believe that Britannia’s biscuit from the future will be a delight to our consumers’ palate.”
Harshil Karia, founder, Schbang said, “Jim Jam Pops – a genuine game-changer in the realm of biscuits, the world's first open creme biscuit. Our goal was to artfully construct a disruptive marketing campaign that not only intensifies the visual spectacle of the product but also nurtures the deep affection Jim Jam has garnered. Each thread of this campaign was meticulously woven to sow intrigue about this innovative format, compelling consumers to ponder if they've indeed caught a glimpse of the biscuit of the future."
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