Britannia Pure Magic has launched The New Temptation campaign, introducing Choco Tarts as the latest addition to its choco portfolio alongside Choco Lush, Choco Frames, and Choco Stars. Available in Hazelnut and Milk Choco, the tarts combine a biscuit shell, rich choco crème, and a biscuit lid for a layered indulgent experience.
The ad film, created by The Womb and Sun City Studios, features Bobby Deol as a quirky godman, humorously curing a boy’s cookie obsession with Choco Tarts, set to the retro track Jimmy Jimmy Aaja. A mixed reality print campaign by Xtendr adds a gamified layer, letting users guard cookies in a 30-second interactive game with BlinkIt discounts as rewards.
Britannia executives Siddharth Gupta and Heval Patel said the launch strengthens Pure Magic’s premium positioning, with each product offering a unique choco experience. With Choco Tarts, the brand aims to elevate indulgence and make Pure Magic the go-to destination for innovative choco treats, now available across modern trade and quick commerce platforms.