India — Britannia’s premium chocolate biscuit brand, Pure Magic, has introduced a new product, Choco Tarts, under its latest brand proposition, The New Temptation. The campaign, in partnership with actor Bobby Deol, offers a new product to join the existing line-up of Choco Lush, Choco Frames, and Choco Stars, further expanding the brand’s portfolio of indulgent chocolate-based treats.
The films, conceptualised by creative agency The Womb and produced by Sun City Studios, aim to position the products as irresistible treats that can elevate everyday moments.
In addition to traditional advertising, the brand has also introduced a mixed reality print campaign developed in partnership with Xtendr. In this activation, consumers are prompted to scan a QR code to reveal a digital sequence where cookies reassemble themselves. This interactive element culminates in a short game, offering participants the chance to unlock discounts on quick commerce platform BlinkIt.
Commenting on the launch, Siddharth Gupta, general manager, marketing at Britannia, shared that their goal was to bring a fresh and playful twist to choco indulgence, aiming to make Pure Magic a go-to premium, innovative choco treat.
“Together with Choco Lush, Choco Stars, and Choco Frames, the new Choco Tarts create a complete choco-bakery experience, with each treat offering its own distinct flavour and texture…We’re delighted to have Bobby Deol bring this world alive through films that capture the charm, humour and joy of giving in to a new temptation,” Siddhart shared.
On the other hand, actor Bobby Deol shared his excitement about being part of the launch, “A brand that truly lives up to its name. It’s indulgent, multi-layered, and full of surprises, qualities that make it stand out. Just as my recent roles have allowed me to explore new and intriguing characters, this range of products introduces a fresh and delightful way to enjoy indulgence. I love how it ties into Pure Magic’s ‘New Temptation’ proposition, which is all about bringing twists and new experiences to choco lovers.”
Heval Patel, chief operating officer at The Womb, also commented on the creative direction of the campaign, sharing that over the years, Britannia has been at the forefront of innovative formats, with the latest Pure Magic leading ‘the disruption with Choco Stars and Chos Frames’.
“Choco Tarts is another disruption that strengthens the Pure Magic range. Where other players offer individual treats, Pure Magic dials up indulgence multifold with its range offering. This became the bedrock of our ‘The New Temptation’ strategy. Consumers increasingly seek richer experiences, and we are elevating the brand into a more indulgent space,” Heval added.
According to the brand, each product in the Pure Magic range delivers a distinctive twist on chocolate indulgence — from the gooey centre of Choco Lush, to the bar-topped biscuit of Choco Frames, and the open crème design of Choco Stars. The latest addition, Choco Tarts, continues this trend with a focus on multi-layered enjoyment and is available in Hazelnut and Milk Choco variants.
The product is designed to offer a layered sensory experience, with the brand positioning it as a treat that goes beyond taste to include the act of discovery and texture.
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