Britannia, in association with Abish Mathew and Mallika Dua announced the launch of their new campaign, Bourbon Friends Forever (BFF). With an aim to recreate the brand connect, Bourbon launched a series of videos starring Mathew and Dua.
The brand roped in YouTube artists, Abish Mathew and Mallika Dua to refresh the brand. As a part of the campaign, Britannia produced a series of seven videos showing different tasks the duo has to do proving their friendship.
On the launch of this campaign, Ali Harris Shere, VP – Marketing, Britannia Industries Ltd. had this to say, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Although the new web series caters more to the youth, our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction. Collaborating with Abish and Mallika has given a much-needed boost to the campaign and we hope to amplify the brand sentiment through their comic talent.”
“Britannia Bourbon’s new brand campaign being ‘Bourbon Friends Forever’ we decided to have some fun with it. And that’s how we arrived at Friendly Matches – A set of fun challenges that test one’s friendship with their BFF. To bring this alive we decided to look for two young internet icons who spoke the language of the youth. Two of them who were also BFF’s. Our search ended with Abish and Mallika – two stand-up comedians and darlings of the internet with a huge follower bases, and BFFs in real life. They fit the bill perfectly. The beauty of this 7-part challenge is that, not only does it make you laugh out loud, but also urges you to prove your friendship with your BFF by taking those challenges.”, said Priya Shivakumar, Executive Creative Director.