Britannia, one of India’s most loved food brands, has unveiled a delicious update to its popular Gobbles cake range. The revamped product now boasts a softer, richer, and tastier recipe across all its signature flavors. Fans of the cake can now enjoy a new and improved version of their favorites: Fruit, Chocolate, Pineapple, Orange, Milk, and Butter.

This recipe upgrade is part of Britannia’s ongoing effort to align more closely with consumer preferences. The brand has spent considerable time perfecting the texture and taste of the Gobbles cake to ensure every bite is more indulgent than ever before.

But that’s not all — the packaging of the Gobbles range has also been refreshed. With more vibrant and appealing visuals, the new pack design enhances the overall product experience and ensures that the cakes stand out on shelves.

The goal of these upgrades is simple: to offer a better snacking experience that fits seamlessly into everyday moments, whether it’s a mid-morning break or an evening treat with tea.

To support the relaunch, Britannia has rolled out a quirky and heartwarming new campaign titled “Badey Badon Ko Pighla De.” The campaign was conceptualized and executed by creative agency Schbang and is already creating a buzz.

The centerpiece of this campaign is the introduction of the Cakes Investigation Department (CID) — a playful nod to the iconic Indian television series CID. Reprising their legendary roles in a light-hearted twist are actors Shivaji Satam (as Sir) and Dayanand Shetty (as Daya).

In the campaign films, the duo investigates the mysterious softness of the new Britannia Gobbles cakes. But the punchline comes when even these tough investigators can’t resist the allure of the soft, flavorful cake — and quite literally melt under its charm.

This humorous and nostalgic touch has resonated with audiences, especially those who grew up watching the iconic show. The campaign cleverly uses the popularity of these characters to underline the irresistible appeal of the upgraded cake.

Yudishter Shringi, Chief Business Officer for Bread, Cakes, and Rusks at Britannia Industries, expressed his excitement about the launch. He stated, “At Britannia, we’re constantly listening to our consumers and evolving our products to match their changing preferences. The new Britannia Gobbles cake is a result of that commitment.”

Shringi went on to emphasize that the new recipe delivers an “incredibly soft texture and rich flavor that truly delights,” adding that the campaign celebrates how good taste can even soften the toughest of hearts.

This philosophy is perfectly brought to life through the campaign’s storytelling. As the iconic duo tastes the Gobbles cake, their typical stern demeanor melts away, giving way to moments of childlike joy — all thanks to the cake’s irresistible softness.

Shivaji Satam, who plays ‘Sir’ in the series, shared his enthusiasm: “We were very excited when Britannia approached us for their campaign, Badey Badon Ko Pighla De. For the first time, we were getting a chance to experiment with our roles and add a new spin to our characters.”

He continued with a smile, “When we tasted their cake, *hum toh sach mein pighal gaye!*” His words captured the spirit of the campaign perfectly — even the most hardened investigators couldn’t resist Gobbles.

Dayanand Shetty, famous for his catchphrase “Daya, darwaza tod do!” added his own flavor to the excitement. “I’ve been known for breaking doors, and the folks at Britannia sure knew how to use that to their advantage!” he said.

He explained how fun it was to turn their famously intense characters into softies for a change. “We were super kicked when Britannia challenged us to get our softest avatars on the floor and truly enjoyed bringing them to life,” Shetty said.

From a production standpoint, the creative team at Schbang had just as much fun bringing the idea to life. Puru Agarwal, Associate Creative Director at Schbang, and Ria Shah, Associate Vice President, shared insights into the campaign’s origin.

“We were super kicked when Britannia approached us with this brief,” said Puru. “In one of the early brainstorming sessions, someone joked about launching a CID-style investigation into the new cake’s softness.”

That seed of an idea soon grew into a full-fledged concept: a Cakes Investigation Department, complete with agents Daya and Sir investigating the secret behind the new Gobbles cakes.

Ria added, “We wanted to pighlofy the tough duo — that is, soften even the sternest characters — to emphasize the cake’s softness. The entire team has poured a lot of love (and laughter) into this film, and we are incredibly excited to finally see it come to life.”

The result is a film that’s equal parts nostalgic, funny, and mouthwatering. It’s a brilliant combination of product storytelling and emotional connection, something Britannia and Schbang have clearly prioritized.

With this campaign and product revamp, Britannia is not only refreshing its Gobbles line but also tapping into the hearts of Indian consumers. The use of beloved characters from Indian pop culture adds another layer of relatability to an already cherished product.

Ultimately, the message is clear: **Softness can be powerful.** Whether it’s through the bite of a delicious cake or the warm smile of a familiar face, Britannia Gobbles is here to melt away the toughness of everyday life, one delightful bite at a time.

Author: Janvi Joshi