Mumbai: Bimbo Bakeries India, a subsidiary of Grupo Bimbo, the world's largest baked foods company, has launched its latest campaign for CremTreat, a flavoured-filled bun. The campaign, titled “Share Karne Ka Mann Kare, Aur Nahi Bhi,” playfully highlights the irresistible taste and softness of CremTreat that tempts one to keep it to themselves, but also share it. Created by a specialist digital agency, Saatchi Propagate India, the campaign aims to reach kids aged 12-15 and mothers, showcasing CremTreat as the perfect snack for any moment.
At the heart of the campaign is a digital film that portrays a charming exchange between two kids, capturing their playful back-and-forth over sharing a CremTreat. This sweet dilemma perfectly illustrates the product's allure in Bimbo Bakeries India's Sweet Baked Goods range.
Bimbo Bakeries India, senior director & head of marketing, Vikran Sabherwal expressed excitement over the campaign: “We are thrilled to launch this new campaign that beautifully captures the essence of CremTreat, one of our most popular baked goods. At Bimbo Bakeries India, our goal is to create memorable moments and connections with our young consumers for our prominent brands – Harvest Gold, Modern and Kitty. Saatchi Propagate’s creative vision and careful execution of this engaging digital film perfectly aligns with our objective of engaging with children and working mothers in a fun manner. We believe this playful and relatable campaign will not only strengthen CremTreat’s position as India’s favourite snack but also bring joy to our audience.”
Saatchi Propagate India, senior creative director, Chetan Kapoor added, “"Share Karne Ka Mann Kare, Aur Nahi Bhi" film brings alive the sweet conflict in a youngster’s mind regarding his prized CremTreat and his crush. It also shows the mischievous side of a young mind. I believe the insight of this film will enable it to connect not only with its intended audience but also with people across all demographics. Through it, we hope to bring a smile to their faces and build resonance in their minds.”
Bimbo Bakeries India will promote the campaign across both television and digital platforms. The Digital Video Commercial (DVC) will air in seven languages—Hinglish, Malayalam, Kannada, Telugu, Tamil, Bengali, and Marathi—broadening CremTreat’s appeal across India.
