Mumbai, July 30: UNIBIC has unveiled a new campaign for Swaadesi Biskut, celebrating India’s instinct for spontaneous conversations. Conceptualised by Theblurr, the campaign introduces “A Biskut Moment”, the pause when the biskut comes out, and the conversation gets even better.
Rooted in the proposition “Desi at heart. Better by design,” Swaadesi Biskut brings together familiar Indian flavours with a contemporary formulation. Made with atta and containing no maida or palm oil, the range is available in Atta, Jeera, Fruit, and Kaju variants.
The campaign draws from a distinctly Indian cultural truth: we are always ready for a conversation. It could be gossip, a joke, a surprising story, a new piece of information or simply an idea that cannot wait to be shared. These spontaneous exchanges are an intrinsic part of how people connect.
Swaadesi Biskut becomes the cue to pause, bring out the chai and biskut, and create the perfect atmosphere for banter, bringing alive the campaign tagline, “Chai, Gupshup aur Biskut.”
The campaign films capture this idea through relatable situations. Whether it is an excited colleague arriving with office gossip or a friend eager to recount a recent incident, the conversation is briefly put on hold until Swaadesi Biskut is in place. The moment is introduced as “A Biskut Moment,” reinforcing the brand’s role in making everyday conversations more enjoyable.
Speaking about the campaign, Mr Ashish Nichani, Vice President – Growth Brands, Unibic Foods India Private Ltd, said, “Swaadesi Biskut brings together flavours and rituals that feel distinctly Indian. Through ‘Chai, Gupshup aur Biskut,’ we wanted to create a relatable world around the brand, one that celebrates the conversations, connections and everyday stories that come alive over chai and biskut.”
Sainath Saraban, Co-Founder and Chief Creative Officer, Theblurr, added, “India is a country of spontaneous conversations. We are always ready to exchange gossip, jokes, stories, information or an idea that cannot wait. With ‘A Biskut Moment,’ we wanted Swaadesi Biskut to own this occasion. The thought is simple: hold that story for a moment, bring out the chai and biskut, and then let the conversation begin. ‘Chai, Gupshup aur Biskut’ is an extendable idea that can become a long-term property for the brand.”
“This campaign is another milestone in our journey with UNIBIC and continues our quest to deliver truly integrated, full-service campaigns that build brands, not just advertisements. ‘A Biskut Moment’ is a simple, culturally rooted idea that brings the brand proposition to life in a way people can instantly relate to. Our ambition is to make this an ownable brand property that strengthens Swaadesi Biskut’s place in everyday conversations and reinforces ‘Chai, Gupshup aur Biskut’ as a memorable ritual for consumers,” said Aatsi Desai Jasani, Co-Founder and Chief Growth Officer, Theblurr.
Through the campaign, UNIBIC aims to build recognition and trial for Swaadesi Biskut while creating an ownable role for the brand within India’s culture of spontaneous conversations.