Britannia Little Hearts, as we all know, has heart-shaped biscuits with sugar crystals sprinkled all around. The shape, in itself says  "Break some hearts". Go ahead. Don't hesitate in rejecting/ friendzoning a guy/girl you don't like. Don't hesitate in saying "No", if you are not interested." 

In 2020, before Corona, around the Valentine's Day, we took #BreakSomehearts to the next level. How?

With a first-of-its-kind song where Qawwali-meets-Rap, featuring Kaam Bhaari
(rapper) and Ahsaas Channa (Actress). A song where we waged a war against the Aashiqs and Majnus, and said #BreakSomeHearts. Before the song, we released a series of teaser videos and Influencer posts to tease the audience around how Ahsaas and Kaam Bhaari are going to break some hearts.

                                                                 Teaser 1

                                                               Teaser 2

                                                             Teaser 3

                                            Full Song: #BreakSomeHearts Qawwali-Rap Battle

Link for YouTube Video: https://www.youtube.com/watch?v=_rzjP1CUHaQ

Credits:

Agency: Wunderman Thompson

Production House: EO2 Films

Director: Adhiraj Bose

Lyrics: Rishabh Mishra, Kaam Bhaari, Vishal Dayama, Puneet Chaddha

Copywriter: Rishabh Mishra

Art Director: Anushree, Akshay Bhat

Creative Director: Pradeep Ravindran

Chief Creative Officer: Senthil Kumar

While the video garnered more than 10 million views on YouTube and more than 10000 comments and over 1Lac likes on Facebook and Instagram together, it also garnered a lot of coverage on media platforms.

From trying out different concepts to writing the lyrics, to selecting the actors, director, production house and finally contributing in the shoot, this project has been my baby right from the start. It was proposed as a proactive idea by me and then i took the ownership of the entire campaign from start to finish.