MAM
Britannia Bourbon starts a global debate in its latest campaign
Mumbai: Britannia Bourbon, India’s original chocolate crème biscuit, is taking chocolate indulgence to a whole new level with its exciting product refreshment. Introducing “Chocolate over Chocolate over Chocolate,” a delectable enhancement featuring three layers of rich chocolatey goodness. This irresistible upgrade is set to delight the taste buds of chocolate enthusiasts and elevate the Bourbon experience to new heights. Get ready to indulge in a triple-layered chocolate sensation that will leave you craving for more!
As an iconic delicacy that has been tantalizing the taste buds of consumers for over six decades, Britannia Bourbon continues to reign as the brand that introduced India to chocolaty snacks. The brand refresh with the refreshed packaging adds an exciting twist to this beloved classic, promising an indulgent experience like never before. This product revamp is a testament to Britannia’s commitment to evolving with the times while preserving the cherished flavours that have made Bourbon a household name.
When you ask any sandwich crème biscuit lover, they will tell you that the ‘crème’ is what is most desired! And to that effect, Bourbon is the iconic brand that has built the ‘chocolate’ crème lover palette in India. In Britannia Bourbon’s case, it turned out to be more than that. Britannia Bourbon lovers revealed that there is true chocolate magic in all its 3 layers. For them there is ‘chocolate’ in every layer – the upper shell, in the middle chocolate crème, and in the bottom shell. Simply put it’s ‘Chocolate. Chocolate. Chocolate.’
Conceptualised by The Womb, the TVC creatively brings to life the delightful mystery of Britannia Bourbon’s new triple-layered chocolaty experience. As the TVC unfolds, viewers are immersed in a playful debate – is it truly chocolate on chocolate on chocolate, or perhaps chocolate below chocolate below chocolate? With each layer beautifully accentuated, the TVC not only tantalizes the taste buds but also sparks curiosity, inviting everyone to savor the delicious layers of Britannia Bourbon and decide for themselves.
Britannia Industries Ltd CMO Amit Doshi stated, “Britannia Bourbon has been the quintessential creme biscuit of India for generations. A treat to the taste buds and sparking joy in every household, teaching us the real treat for chocolate layers between the sugar sprinkled biscuits. Britannia Bourbon has captivated millions with its rich flavour that is so unique to create a cult following like no other.”
He continued, “Today, we take a momentous step forward by introducing the all-new Britannia Bourbon with the new packaging that highlights its multiple layers of chocolate. This is a testimony of our dedication towards delivering innovative & superior taste experiences for our consumers. The much loved classic Britannia Bourbon for its exquisite blend of chocolatey goodness, and now we’re taking that delight to new heights with three delectable layers of chocolate indulgence. We have increased the product supremacy by adding more chocolate to make it even more indulging. The television commercial creatively conceptualised by our partners, The Womb, brings to life our new brand proposition, which celebrates not just the layers of chocolate but also the layers of emotion, nostalgia, and joy that Britannia Bourbon brings to every bite.”
The Womb creative head Suyash Khabya said, “AM and Planning said Britannia Bourbon ki brief hai ‘Chocolate pe Chocolate pe Chocolate’. On expected lines, Creative said ‘Don’t agree’! It’s Chocolate below Chocolate below Chocolate’. And Boom! That was the idea. A debate. But rather than keeping the debate to a gully in India, we took it global. Gave it scale. We got the world to argue, and aggressively. A simple idea but unignorable. Or is it the other way around? Now, that’s another debate.”
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
