Britannia The Laughing Cow, a joint venture between Britannia Industries and Le Groupe Bel, has launched a new campaign to promote its revamped creamier recipe and locally produced cheese range. The campaign, conceptualized by Schbang, focuses on the idea of cheese that’s “Irresistibly Creamier, Uniquely Crafted with French Expertise”. The film-led campaign highlights the brand’s updated recipe and local production, showcasing everyday meal moments where people ask for “One More Please” due to the delicious taste.
The campaign is based on the insight that today’s consumers are often distracted by digital screens, even during meals. By positioning Britannia The Laughing Cow Cheese as a simple yet meaningful ally, the campaign aims to bring people together over food and connection. The campaign showcases the delight of every bite, with the creamier, richer taste of the cheese prompting people to ask for more.
As part of the campaign, Britannia The Laughing Cow has also introduced a GenAI-powered WhatsApp Recipe Bot, which offers users quick and customized recipes featuring its cheese products. This tool aims to make everyday cooking more convenient and engaging.
According to Abhishek Sinha, Chief Business Officer for Dairy and CEO of Britannia Bel Foods, the new Britannia The Laughing Cow range is a milestone in the company’s journey to make high-quality cheese more accessible and affordable for Indian households. The cheese is produced locally in India, using locally sourced ingredients and blending French cheese-making expertise with Indian taste preferences. The updated range features refreshed packaging and an improved recipe, making it easier for consumers to enjoy a world-class cheese experience every day.
The locally produced cheese range is manufactured at a dedicated facility in Ranjangaon, Maharashtra, and has been available since October 2024. With this new campaign, Britannia The Laughing Cow aims to reposition itself as a leader in the Indian cheese market, offering a unique blend of French expertise and Indian craftsmanship. The campaign’s focus on creamier, richer taste and local production is expected to resonate with Indian consumers, who are increasingly seeking high-quality and affordable dairy products.