The new ad by McCann Erickson, which launches Friday, marks the brand's first advertising in nine years.
Cheese is a nascent category in the country due to negative associations, and the use of popular culture in the ad is meant to help move cheese into the mainstream diet.
"Cheese is largely slotted as a taste enhancer often associated with fast food and thereby perceived as fattening," said Ashok Namboodiri, the head of the Britannia Dairy Business. "Britannia wants to break this myth and talk about the wholesome goodness of cheese...in a popular Indian idiom that is both engaging as well as entertaining.”
Added Anil Thomas, regional creative director, "Kids donning the role of teachers we thought was interesting. And using a popular song of yore, "yeh cheese badi hain mast mast…" to drive it through popular culture was something we felt was needed.”
Creative Agency: McCann Erickson
National Creative Director : Prasoon Joshi
Regional Creative Director: Anil Thomas
Creative Directors: Vinod Lal & Neel Roy
Creative Art: Neel Roy
Creative Copy: Vinod Lal
Acount Management: Anupama Bhimrajka & Manjunath Rudrachar
Account Planning: Jitender Dabas & Phalgun Reddy
Production house: Cocounut Films
Director: Kamlesh Soni