MCVITIE’S CELEBRATES INDIA’S ‘TRUE ORIGINAL’ RITUALS IN NEW TV CAMPAIGN

pladis Global’s McVitie’s marks its Indian journey with a new TV campaign celebrating everyday “True Original” rituals. Rooted in a 200-year-old UK heritage, the film honours authenticity, local culture and shared moments, positioning McVitie’s as a trusted companion in Indian households.  

Nearly two centuries ago, in a modest bakery in Edinburgh, a simple idea took shape: that a biscuit could be more than a snack. When McVitie’s was created in the UK in the 1830s, it set a benchmark for taste, quality and trust that would quietly travel across generations and geographies. Today, that same brand finds itself at home in India, speaking a language that feels unmistakably local yet deeply connected to its origins. In doing so, pladis Global’s McVitie’s has demonstrated how heritage brands can evolve without losing their soul.

At the heart of this journey lies the concept of originality. For pladis Global, originality is not about novelty for its own sake, but about staying true to what made a brand enduring in the first place. McVitie’s was built on consistency, craftsmanship and an understanding of everyday rituals. In Britain, that ritual might be a digestive biscuit paired with a cup of tea. In India, the ritual takes on countless forms, shaped by region, family and habit, yet anchored in the same idea of pausing, sharing and savouring a moment.

The newly launched McVitie’s India television campaign brings this philosophy to life by celebrating what it calls “True Original rituals”. Rather than relying on overt product claims or glossy spectacle, the campaign turns its gaze to everyday Indian moments that feel instantly recognisable. These are not staged or exaggerated scenes, but slices of life that reflect how food weaves itself into the fabric of daily routines. In these moments, the McVitie’s biscuit becomes less of a hero product and more of a companion, quietly present as conversations unfold and connections deepen.

This approach marks a confident shift in how global brands are choosing to speak to Indian audiences. For years, localisation often meant surface-level adaptations: a festival-themed advertisement here, a celebrity endorsement there. McVitie’s India’s latest campaign suggests something more nuanced. It recognises that authenticity cannot be manufactured; it must be observed, respected and reflected back with care. By focusing on rituals rather than trends, the campaign positions McVitie’s as a brand that understands India not as a monolith, but as a mosaic of lived experiences.

The significance of this moment is amplified by McVitie’s long-standing legacy. Few food brands can credibly trace their roots back nearly 200 years and still remain relevant. That longevity brings both privilege and responsibility. Consumers today, particularly younger ones, are increasingly sceptical of brands that lean too heavily on nostalgia without offering relevance. McVitie’s answer, as seen in this campaign, is to let heritage inform tone rather than dictate content. The brand’s British origins are not foregrounded, yet they quietly underpin its promise of quality and trust.

For pladis Global, which manages a portfolio of well-known brands across multiple markets, the McVitie’s India campaign serves as a case study in how global strategy meets local storytelling. It underscores the belief that strong brands do not impose a single narrative worldwide, but allow space for cultural interpretation. In India, where food is deeply emotional and often tied to memory and belonging, this sensitivity is particularly crucial.

The campaign’s creative success is also a testament to the teams behind it. The efforts of Ritesh Gauba, Narmeen Khan, Suryakant Pandey and the wider McVitie’s India and pladis teams reflect a collaborative process that bridges insight, creativity and execution. Crafting a television campaign that feels authentic in a market as diverse as India requires more than creative flair; it demands deep listening and trust in local perspectives. The result is work that resonates not because it tries to impress, but because it feels honest.

What stands out is how the campaign reframes the idea of “original”. In a world saturated with content, originality is often confused with being loud or disruptive. McVitie’s takes a quieter route, suggesting that originality can also mean staying grounded in real life. The rituals depicted are not new; they have existed for generations. What is new is the way a global brand chooses to honour them, positioning itself as a respectful participant rather than an intruder.

This philosophy aligns neatly with broader shifts in advertising and brand communication. Audiences are increasingly drawn to stories that feel human, imperfect and rooted in reality. Glossy aspirational narratives are giving way to more intimate portrayals of everyday life. McVitie’s India’s campaign sits comfortably within this movement, offering a reminder that sometimes the most powerful stories are the simplest ones.

From a business perspective, the campaign also reinforces McVitie’s ambition in India, a market that continues to be both challenging and full of opportunity for international food brands. Success here depends on balancing global standards with local tastes, not just in flavour profiles but in cultural understanding. By anchoring its communication in Indian rituals, McVitie’s signals a long-term commitment to the market, one that goes beyond distribution and sales figures.

There is also a symbolic resonance in linking the UK origins of McVitie’s with its Indian present. In an era where conversations around globalisation are often fraught, this campaign offers a gentler narrative. It suggests that cultural exchange need not erase local identity; instead, it can enrich it. A biscuit born in the UK can find a meaningful place in Indian households not by asserting its foreignness, but by embracing shared human experiences.

As the campaign rolls out across television screens, its impact will likely be measured not just in brand recall or market share, but in something less tangible yet equally valuable: emotional connection. When viewers see their own rituals reflected with respect, a brand earns a place in their lives that goes beyond consumption.

Nearly 200 years after its creation, McVitie’s continues to evolve, guided by the same belief that originality matters. From Edinburgh bakeries to Indian living rooms, the brand’s journey is a reminder that true originality is not about reinventing oneself at every turn, but about understanding who you are and finding meaningful ways to belong. In celebrating India’s True Original rituals, McVitie’s has not only launched a new campaign; it has reaffirmed what makes enduring brands truly original.