India – Britannia The Laughing Cow, the processed cheese brand from the joint venture between Britannia Industries and Le Groupe Bel, has launched a new campaign spotlighting its revamped creamier recipe and locally produced range.
Conceptualised by Schbang, Britannia The Laughing Cow’s latest film-led campaign focuses on the idea of cheese that’s “Irresistibly Creamier, Uniquely Crafted with French Expertise”. Set in everyday meal moments, the campaign highlights the brand’s updated recipe and local production, anchored in the relatable response of asking for “One More Please”.
“We rooted our creative thinking in a powerful insight: today’s consumers constantly battle digital distractions, even during everyday meals. By showcasing a choice of food and connection over screens, we repositioned Britannia The Laughing Cow Cheese as a simple yet meaningful ally. Showcasing the sheer delight of every bite, the campaign brings alive the brand’s creamier, richer taste further cemented by the spontaneous ask for ‘One More Please’,” said Ria Shah, AVP – integrated brand solution and Puru Agarwal – associate creative director at Schbang.
As part of the campaign, Britannia The Laughing Cow has also introduced a GenAI-powered WhatsApp Recipe Bot, offering users quick, customised recipes featuring its cheese products. The tool aims to make everyday cooking more convenient and engaging.
Abhishek Sinha, chief business officer for dairy and CEO of Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring the finest French cheese-making expertise together with Indian craftsmanship and scale, a blend that truly sets us apart.”
“The new Britannia The Laughing Cow range is a milestone in our journey of making high-quality cheese more accessible and affordable for Indian households. This revamp is not just about taste; it’s a reflection of our commitment to quality, value, and innovation, shaped by global mastery and local understanding. With this creamier, tastier, and locally produced cheese, we’re making it easier than ever for consumers to enjoy a world-class cheese experience every day,” he added.
Britannia The Laughing Cow is produced in India by Britannia Bel Foods, a joint venture between Britannia Industries and France’s Bel Group. Since October 2024, the brand’s cheese products have been locally manufactured at a dedicated facility in Ranjangaon, Maharashtra, using locally sourced ingredients. The updated range blends French cheese-making expertise with Indian taste preferences and features refreshed packaging alongside an improved recipe.