In order to promote its recently launched desi Bhujia in four international flavours (Wasabi, Peri Peri, Barbeque, and Schezwan), Tasty Treat has come out with a campaign titled ‘Bhujia Ghoom Aayi Duniya’. The campaign is created by Infectious. Inspired by classic Bollywood plot twists, the ad features the four sons of the Bhujia family who get separated at a fair and literally travel the world only to reunite with their family again, transformed by their travel. Just like the new flavours, the campaign too promises its share of spice and twist.
The film is directed by Bollywood director Tigmanshu Dhulia who brings in his own unique style to the ad. The campaign comprises TVC, Print, POS, and Digital.
Speaking on the launch of this campaign, Shantanu Prakash, Vice President, Brands - Future Brands, says, “Tasty treat is redefining the idea of traditional Indian snacks for the new India. Our international range of Bhujias is a step in that direction. When Infectious suggested Tigmanshu Dhulia as the director, it just fell into place. It needed someone like him. This campaign with its 'twisted' take on the 70's lost-and-found masala Hindi films, helps take the whole effort forward.”
Leading the team behind this campaign, Ramanuj Shastry, Co-founder of Infectious, says, “Humour is Tasty Treat’s personality. Their first campaign ‘Yeh Phislee Neeyat’ too was built around a quirky idea. But ‘Bhujia Ghoom Aayi Duniya’ takes the fun quotient up by a few notches. The personification of the new flavours makes for an engaging and memorable story that would stand out in today’s clutter.”
Nisha Singhania, Co-founder of Infectious, adds, “In the F&B category where all brands are trying to be about health and taste, Tasty Treat is refreshing as it is focused only on taste. Credit to the brave brand team for agreeing to such an unconventional idea.”