Britannia has rolled out a campaign, 'Chocolate, chocolate, chocolate', in partnership with Nic Ice Cream, introducing the recently launched Nic Bourbon Ice Cream.

Conceptualised by The Womb, the campaign comprises a film. Set against the backdrop of a global diplomatic setting, the campaign presents a lighthearted scenario where the choice between a chocolate biscuit and chocolate ice cream creates a delightful dilemma; until Nic Bourbon Ice Cream delivers the ideal solution: Love both? Then enjoy both. Through a humorous film featuring an Indian ambassador torn between two irresistible treats, the campaign celebrates the joy of indulging in both favourites in one delicious bite.

What we think about it: The ad cleverly frames a simple yet relatable dilemma: chocolate biscuit or chocolate ice cream? Dramatising a universally familiar decision - choosing between two favourite treats = within a high-stakes, political context, the film manages to be both humorous and memorable. The exaggerated expressions, the mock-seriousness, and the dramatic pauses all add to the tongue-in-cheek tone that makes the message stick.

Siddharth Gupta, general manager - marketing, Britannia, said, “Britannia Bourbon has always held a special place in the hearts of our consumers, and we’re excited to offer them yet another way to enjoy this iconic flavour. NIC Bourbon Ice Cream is our way of celebrating the love that Bourbon fans have shared with us over the years, and we’re thrilled to bring this beloved biscuit into a new, delicious format. We’re proud to partner with NIC Ice Creams to create this delightful, indulgent treat.”

Raj Bhandari, director, Walko Food, said, “NIC has always been committed to delighting our customers with premium ice creams, inspired by a world of flavours — from fresh fruits and rich chocolate to globally inspired creations and timeless Indian dessert classics. We felt Britannia Bourbon and Nic fans deserve a treat, which led to the genesis of this limited-edition flavour in a special collaboration with Britannia Bourbon - delicious Britannia Bourbon chunks in rich chocolate ice cream - A must-have if you love Britannia Bourbon and you love NIC ice creams!"

Suyash Khabya, CCO, The Womb, said, "Britannia Bourbon is the OG chocolate biscuit. Everything we do on the brand has to land the product truth of 'Chocolate chocolate chocolate'. And now we have one more chocolate - NIC Chocolate ice cream...whatte fun! Continuing with the earlier brand set-up, we have woven an interesting story of how the world comes together when something so chocolatey is launched. The world needs more chocolate than animosity. A very simple idea with a context makes it an interesting watch.”