Kolkata-based biscuit and bakery brand Sobisco has launched a new three-film advertising campaign featuring Amitabh Bachchan, as it accelerates its transition from a regional favourite to a national FMCG player. Conceptualised by The Script Room, the campaign showcases Bachchan in three distinct roles to promote Sobisco Butter Biscuits, Sobisco Marie and Cream Filled Cakes, reinforcing the brand's portfolio through relatable storytelling.
Character-led narratives deepen consumer connect
Rather than relying on a conventional celebrity endorsement, the campaign casts Bachchan as a husband, a poet and a grandfather—each representing an everyday relationship that reflects warmth, trust and familiarity. The creative approach aims to make the products integral to daily life instead of positioning the actor as the central attraction.
Three-film brand platform supports ambitious growth vision
According to Ayyappan Raj, Founder of The Script Room, Sobisco is at a pivotal stage of growth, with a strategy to build on decades of consumer trust while significantly expanding its market presence. He noted that Bachchan's versatility enabled the agency to create three unique characters, while director Punit Malhotra and Dharma 2.0 translated the vision onto screen.
The campaign supports Sobisco's expansion into West, South and North India, alongside an ambitious target of achieving ₹5,000 crore in turnover within the next five years.
As regional FMCG brands increasingly pursue national scale, differentiated storytelling backed by iconic personalities could become a key lever for accelerating brand recognition and distribution-led growth.
The Last Word
For emerging national brands, celebrity endorsements are most effective when they amplify authentic storytelling rather than overshadow the product itself.