Britannia Pure Magic, the brand synonymous with indulgence and inventive choco creations, has unveiled ‘The New Temptation’, a campaign that celebrates the joy of transforming every bite into an irresistible experience. With a legacy of consumer favourites like Choco Lush, Choco Frames, and Choco Stars, the brand now adds a new innovation to its portfolio — Choco Tarts.
Crafted in two decadent flavours, Hazelnut and Milk Choco, Choco Tarts combine a crispy tart shell, a luscious choco crème centre, and a delicate biscuit lid. The delight lies not just in the taste but in the ritual of enjoying it — lifting the lid, scooping into the creamy centre, and relishing the satisfying crunch that follows. This layered experience brings a playful new dimension to Pure Magic’s signature indulgence.
Each product in the Pure Magic range delivers a unique sensory twist: the gooey surprise at the heart of Choco Lush, the elegant biscuit-and-bar combination of Choco Frames, the open crème delight of Choco Stars, and now the multi-textured richness of Choco Tarts. Together, they showcase how Pure Magic continues to turn the simple act of snacking into a moment of pure indulgence.
To bring The New Temptation alive on screen, the brand has partnered with Bobby Deol, whose quirky saintly avatar adds humour, charm, and a touch of playful mischief to the campaign. Conceptualised by The Womb and produced by Sun City Studios, the films highlight how even everyday occasions can be elevated into joyful shared moments with Pure Magic. In the Choco Tarts film, Deol demonstrates how a small treat can unlock big happiness, while the Choco Stars spot continues the brand’s tradition of whimsical storytelling that resonates with choco lovers everywhere.
With The New Temptation, Britannia Pure Magic reinforces its mission to redefine indulgence — making every bite not just delicious, but a memorable experience of joy and discovery.
Extending this new temptation, Britannia Pure Magic has also launched an innovative mixed reality print campaign, in partnership with Xtendr. In the ad, the cookies appear to have gone missing, too tempting to resist, and consumers are invited to scan a QR code to uncover them. The scan unlocks a digital experience where cookies come together and fall into place, leading to a 30-second interactive game. Here, players must guard their treats from vanishing again. At the end, their performance unlocks attractive BlinkIt discounts, making the experience both fun and interactive.
Commenting on the launch, Siddharth Gupta, General Manager, Marketing, said, “With Pure Magic, our goal has been to bring a fresh and playful twist to choco indulgence. Together with Choco Lush, Choco Stars, and Choco Frames, the new Choco Tarts create a complete choco-bakery experience, with each treat offering its own distinct flavour and texture. We aim to make Pure Magic the go-to destination for premium, innovative choco treats. We’re delighted to have Bobby Deol bring this world alive through films that capture the charm, humour and joy of giving in to a new temptation.”
Bobby Deol added, “I’m excited to be part of the launch of Britannia Pure Magic range of Choco Cookies, a brand that truly lives up to its name. It’s indulgent, multi-layered, and full of surprises, qualities that make it stand out. Just as my recent roles have allowed me to explore new and intriguing characters, this range of products introduces a fresh and delightful way to enjoy indulgence. I love how it ties into Pure Magic’s ‘New Temptation’ proposition, which is all about bringing twists and new experiences to choco lovers.”
Heval Patel, COO, The Womb, said, “Over the past few years, Britannia has been at the forefront of innovative formats, and Pure Magic has led the disruption with Choco Stars and Choco Frames. Choco Tarts is another disruption that strengthens the Pure Magic range. Where other players offer individual treats, Pure Magic dials up indulgence multifold with its range offering. This became the bedrock of our ‘The New Temptation’ strategy. Consumers
increasingly seek richer experiences, and we are elevating the brand into a more indulgent space.”
The Pure Magic range of products is available across Modern Trade and quick commerce channels. So, get ready to experience the Britannia Pure Magic range, where every bite brings a twist of choco layers, textures, and fun!
