A husband, a poet and a grandfather — Amitabh Bachchan takes on three different roles in Sobisco’s latest campaign as the Kolkata-based biscuit and bakery brand looks beyond its eastern India stronghold.

Created by The Script Room, the new campaign comprises three films for Sobisco Butter Biscuits, Sobisco Marie and Cream Filled Cakes, with each film placing Bachchan in a different everyday relationship and situation.

In the film for Sobisco Butter Biscuits, Bachchan plays a husband. He takes on the role of a poet for Sobisco Marie, while the campaign for Cream Filled Cakes sees him as a grandfather.

Rather than using Bachchan as a single, familiar face across the campaign, the three films build different characters around him, allowing each product to have its own setting, relationship and narrative.

The campaign arrives as Sobisco prepares for its next phase of growth. The brand is looking to expand into markets across the West, South and North, moving beyond its existing eastern India base.

Sobisco has also set an ambitious target of reaching Rs 5,000 crore in turnover over the next five years, with the new campaign forming part of its wider push to take the brand to a larger national audience.

The three films use warm, relatable and everyday situations to introduce the products, with Bachchan’s different characters at the centre of each story.

Directed by Punit Malhotra and produced by Dharma 2.0, the campaign is set to go live across television and digital platforms from August 24.

Campaign Credits

Creative Agency: The Script Room
Director: Punit Malhotra
Production House: Dharma 2.0