Britannia Rusk tackles an Indian mother-in-law’s case of morning hunger anger

In a new ad for Britannia Rusk, a prickly relationship between mother-in-law and daughter-in-law comes to a head in the morning as the former has a case of hunger anger.

The ad is the latest instalment of the brand’s saas-bahu (mother-in-law, daughter-in-law) campaign, and features actress and director/producer Neena Gupta as the snarky mother-in-law and Konkana Sen Sharma as her long-suffering daughter-in-law.

Ram Jayaraman, ECD of Grey Bangalore, the agency behind the campaign, said, “Mornings are seldom good for housewives. And dealing with a tough start to the day – on an empty stomach – only makes it worse. Luckily, Britannia Rusk is solid enough to get rid of both hunger and anger, and replace them with a smile.”


Client Servicing: Vishal Ahulwalia, Amarendra Singh, Varun C, Anil Kumar
Creative: Sandipan Bhattarcharyya, Ram Jayaraman, Mark Flory, Gautham Seran
Planning: Ajay Ravindran, Barsha Chakraborty
GREY Works: Samir Chadha, Sharad Shinde
PR & Corporate Communications: Sonal Sheth, Huma Qureshi, Pang Yanrong
Product House: Rising Sun Films
Director: Shoojit Sircar
Producer: Ronnie Lahiri
Music: Anupam Roy
Vice President, Strategy & Business Development: Manjunath Desai
Business Head: Nidhi Saraf
Product Manager – Rusk: Priyadarshini Kapoor
Cast: Konkona Sen Sharma, Neena Gupta


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