Mumbai: The largest bakery food brand in India, Britannia, has forayed into the western snacking space with the launch of its brand new Treat Croissant.

The new western snack is launched with a campaign "Don't Dare Compare" featuring Prabhu Deva.

The newly launched campaign, conceptualised by Lowe Lintas, emphasises the elevated snacking experience that the product delivers.

The ad film begins with two girls sitting on college steps, one of them having a regular snack, and the other girl is seen relishing a Britannia Treat Croissant. The girl having the regular snack claims that all snacks are the same. To which, the croissant girl replies with an analogy that the Britannia Croissant is a much more drool-worthy snack and is beyond any comparison.

The campaign features a celebrity choreographer, actor, and director – Prabhu Deva, known for his slick dance moves and warm personality. The TVC closes with a voice over saying, "The brand-new Britannia Treat Croissant—fluff, baked, and filled with rich liquid cream. Don’t dare compare!"

Speaking about the launch of Britannia Treat Croissant, Britannia Industries chief business officer - new categories Badri Beriwal said, "We believe young Indians today are way more experimental and are adapting towards a global palate. Britannia as a brand has always focused on introducing new snacking formats to India. Today, we strengthen this narrative and take pride in making this world-class product accessible to our vast audience across the country via our robust distribution network. The new Britannia Treat Croissant has an apt mix of taste and convenience for consumers. This will be yet another international standard product that will be locally produced in our mega food tech park at Ranjangaon."

Talking about the campaign, Lowe Lintas chief creative officer Sagar Kapoor said, "We wanted to establish the superiority of the Britannia Treat Croissant as a snack. Since we also wanted a strong youth connection, we decided to draw a parallel between this snack and dancing. And who better to talk about superiority in that field than the inimitable and evergreen Prabhu Deva? With him on board, we’re confident of landing our brand promise in a strong, entertaining manner that’s sure to get people to try out the product."

The all-new Britannia Treat Croissant is also available to purchase on all ecommerce platforms – Instamart, Blinkit, Bigbasket, and Dunz.