MAM
Britannia Little Hearts unveils a new look with a paw-some campaign
Mumbai: Britannia Industries is thrilled to unveil the refreshed look of its beloved Little Hearts, now featuring vibrant, modern packaging, designed to captivate today’s new-age consumers through its TVC campaign – Every Bite, Full of Heart. For over three decades, Little Hearts has transcended generations with its unique design and irresistible taste, becoming a cherished part of childhood memories and special moments with loved ones. The new look for Little Hearts shows Britannia’s promise to keep up with evolving times while keeping the same taste that consumers love.
With a blend of nostalgia and modernity, Little Hearts stands out as a sweet, poppable delight and remains a symbol of joy, happiness, and deliciousness. The new packaging reflects an iconic and distinct aesthetic, while the taste remains timeless, ensuring it continues to be loved by all generations.
The Little Hearts film, conceptualized by Lowe Lintas Bangalore, captures a delightful sequence starting with a couple, sitting on a sofa. The guy offers a packet of Little Hearts to the girl, and she savours one, triggering a whimsical series of events: a puppy appears, and as they indulge in more Little Hearts, they are surrounded by playful puppies, symbolizing the warmth, joy, and affectionate playfulness in each bite of Little Hearts.
“Reviving Little Hearts with a modern touch has been an exciting journey for us,” stated Britannia Industries CMO Amit Doshi. We have dedicated ourselves to crafting a fresh appearance that not only resonates with today’s consumers but also stays true to the essence of the brand. With our efforts in redesigning the packaging and elevating the brand experience, we’re not just paying homage to the joy, nostalgia, and irresistible taste that has charmed generations with Little Hearts, but we’re also revitalising it for a whole new era of snack enthusiasts. Our dedication to this iconic snack reflects our commitment to continuously innovate and delight our customers, ensuring that Little Hearts remains a beloved favorite for years to come.
Lowe Lintas South executive director, head of creative – copy Arpan Bhattacharyya said, “Little Hearts is an iconic brand. There’s nothing quite like these little heart-shaped biscuits. And we felt that the advertising for it should be the same. We wanted to symbolise the feeling that you get when you pop a Little Heart into your mouth. Cute, cuddly, adorable puppies seemed to be the right answer!”
Britannia Little Hearts delivers an enriching experience that fills your heart with joy with every bite. The feeling you get is akin to a hundred cute puppies jumping all over you, symbolizing a delightful sweetness like no other. It’s an attack of cute hearts that captures the essence of joy and happiness. The new design encapsulates the spirit of fun, surprise, and shared moments, ensuring that Little Hearts remains a household name synonymous with happiness and deliciousness.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
