Italian confectionery brand Bauli launches new campaign in India

Italian confectionery and bakery company Bauli Group has launched its latest campaign “Kya Khaayein?” to create buzz around its flagship product – Moonfils.

The campaign, conceptualized and executed by BBH India, was born from a simple idea: it takes longer to decide what to eat than it takes to eat these days. TVC uses humor to demonstrate how the dilemma of ‘Kya Khaayein?’ (alight. What to eat?) can be endlessly boring. However, Bauli Moonfils is the perfectly delicious, light yet hassle-free snack that can keep this dilemma at bay.

According to Abhinandan Dhoke, MD Bauli India, “Moonfils offers tasty snacks for audiences of all generations. There is a growing trend among young Indians to be more experimental and adapt to a global palate. The BBH team ran the “Kya Khaayein” campaign on solid consumer insight into snacking behavior. The Bauli brand has always been focused on introducing new snack formats in India. Through our strong distribution network, we make this world-class product accessible to our vast audience across the country.

Russell Barrett, CCO and CEO, BBH India, added: “Kya Khaayein? is a question that will derail every conversation or situation until it is resolved. This is a pressing and urgent question that demands our full attention and Bauli Moonfils has chosen to be the answer. Gaining a fresh perspective in the snacks category is extremely difficult and we are extremely excited about the potential of this work. It was fantastic to collaborate with like-minded clients at Bauli and every conversation was rewarding.

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