McVitie’s Builds Brand Legacy Through New 'ShuruKisneKiya' Campaign with The Media Ant
FOR IMMEDIATE RELEASE
The campaign leveraged a layered video led media strategy across Linear TV, CTV, and digital platforms to drive brand awareness and consideration at scale.
Bengaluru, December 2025
McVitie’s executed a high impact brand campaign titled ShuruKisneKiya, in collaboration with The Media Ant, celebrating over 180 years of brand legacy by tapping into everyday rituals that have become second nature to consumers. The campaign was rooted in a powerful insight that while many daily habits do not have a known beginning, one ritual does the digestive biscuit.
The campaign takes cues from everyday Indian rituals that are practiced instinctively, often without any clear awareness of how they began. Through humour and relatable moments from daily life, the film lands on a simple insight: while the origins of many traditions remain unknown, the origin of digestive biscuits does not. McVitie’s introduced digestives to the world, setting a global standard in biscuit making.
From a media perspective, the objective was to build strong brand awareness and consideration by ensuring the campaign reached audiences at scale while remaining contextually relevant across screens. Working closely with the McVitie’s team, The Media Ant designed a carefully layered, reach led media strategy that allowed the narrative to travel seamlessly across high attention environments.
The campaign deployed high impact video across Linear TV and Connected TV, spanning general entertainment channels, movie channels, music channels, regional entertainment networks, and news platforms. This ensured efficient reach across diverse audience cohorts while maintaining strong visibility during premium viewing moments.
To extend reach and frequency, the campaign was amplified digitally across YouTube, Disney Plus Hotstar, Meta platforms, and influencer collaborations. This digital layer helped reinforce the storytelling, driving contextual relevance and recall among younger and digitally native audiences.
By thoughtfully layering Linear TV, CTV, and digital, the media strategy ensured the creative was not only widely seen but also deeply remembered. The integrated approach allowed McVitie’s to reinforce its legacy while staying culturally relevant in contemporary media environments.
Speaking on the campaign strategy, a spokesperson from The Media Ant said,
“This campaign demonstrates how legacy brands can stay top of mind by pairing a strong creative idea with a well structured media approach. By stitching together Linear TV, CTV, and digital thoughtfully, we ensured the story of McVitie’s travelled across moments that truly matter.”
The ShuruKisneKiya campaign reinforces the role of strategic media planning in building long term brand memory, proving that impactful storytelling combined with the right media mix can help brands move beyond visibility to lasting relevance.
About McVitie’s
McVitie’s is one of the world’s most iconic biscuit brands with a legacy spanning over 180 years, best known for pioneering the digestive biscuit and being a staple in everyday consumption moments across generations.
Media Contact:
The Media Ant
Email: marketing@themediaant.com
Website: themediaant.com
