Ad Campaigns
Britannia reveals campaign for newly launched Jim Jam Pops, an innovative open creme biscuit
Mumbai: Earlier in the month, Britannia launched Jim Jam Pops, a first-of-its-kind open creme biscuit. The teaser campaign for the launch was conceptualized 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? Influencer Raj Shamani also joined the bandwagon, and added to the mystery of the UFO!
While the suspense was being built, the ‘Biscuit of the Future’ aka Jim Jam Pops, was unveiled through a product video, which introduced people to a biscuit that genuinely feels like a leap into the future.
The DVC also received positive feedback from audiences online. The new format where there is no biscuit on top, was a big draw as one get directly to the crème and jammy centre. The joy of having a creme biscuit is truly in the crème, indeed!
Following this, the brand launched a TVC created by The Womb, featuring Kunaal Roy Kapur & Varun Sharma as Jimmy and Jammy on the lookout for their most loved Jim Jam biscuits. The much loved duo Jimmy and Jammy are back on the brand after a hiatus of a couple of years. The TVC establishes the new, innovative format of the biscuit that needs no twist, and so only 1 hand to eat it!
Talking about the launch, Britannia Industries chief marketing officer Amit Doshi 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.”
He further added, “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.”
Schbang founder Harshil Karia 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.”
The Womb creative head Suyash Khabya said, “JimJam is a legendary brand. The new variant Pops has only one base biscuit which means, you don’t need to twist it to relish the creme, which means you just have to lick it, which means you can enjoy it with one hand which means we need to have fun communicating this. So, we set the film in a dense jungle where Jimmy and Jammy (played by Varun Sharma and Kunaal Roy Kapur) are attacked by a Tiger. It’s quirky, simple yet unignorable. We had fun creating it, and hope the audience has fun watching it.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
