Mumbai, August 24, 2026: The Script Room, the creative agency behind some of India’s distinctive brand storytelling, has conceptualised a new campaign for established biscuit and bakery brand Sobisco, featuring legendary actor Amitabh Bachchan as its brand ambassador.
The three-film campaign marks a significant new chapter for Sobisco as the Kolkata-based brand looks beyond its stronghold in Eastern India and sets its sights on becoming a national player. With an ambition to grow its turnover to ₹5,000 crore over the next five years, Sobisco is expanding into markets across the West, South, North and beyond. For The Script Room, the creative challenge was to build communication that could take a brand with deep regional familiarity and give it a more national cultural resonance—while retaining the warmth and accessibility that have defined Sobisco’s relationship with consumers.
Speaking about the campaign, Ayyappan Raj, Founder, The Script Room, said: “Sobisco is at a really exciting inflection point. It has the trust and familiarity of a brand that has been part of consumers’ lives for decades, and Anindya’s brief and Harshil’s vision is to build it much bigger. Amitabh Bachchan gave us an incredible canvas because he can be authoritative, playful, affectionate and deeply relatable. Instead of making him just the face of the campaign, we built three different characters around him, each rooted in an everyday human relationship. And Punit Malhotra & team Dharma 2.0 made it all come alive beautifully.”
The resulting campaign features Amitabh Bachchan across three television commercials, with each film using a different product and a different facet of the actor’s personality. In the Sobisco Butter Biscuits film, Bachchan plays a lovable husband; for Sobisco Marie, he becomes a poet; while in the Cream Filled Cakes film, he takes on the role of a warm and affectionate Dadaji.
Mahesh Agarwal, Director, Sobisco, said: “As Sobisco enters its next phase of growth, we wanted our communication to reflect both where we have come from and where we want to go. The Script Room understood that our national ambition needed to be expressed through stories that remained warm, relatable and true to the brand. Amitabh Bachchan brings extraordinary recognition and connects with consumers across generations and markets. Together, the creative idea and his versatility have helped us create a campaign that we believe can take Sobisco’s story to a much wider audience.”
Rather than positioning Bachchan simply as a celebrity endorser, the campaign uses his versatility to place him within familiar, everyday situations. The stories are deliberately simple, sweet and human, allowing the products to become part of moments and relationships that consumers can recognise and connect with.
The creative idea is anchored in a consistent emotional tonality across all three films, while giving each product its own personality. This enables Sobisco to build a broader brand world while introducing its portfolio to consumers beyond its traditional markets.
The campaign is set to go live on 24 August across television and digital platforms, coinciding with Sobisco’s push to expand its presence beyond West Bengal, Bihar and Jharkhand. The films are directed by Punit Malhotra and produced by Dharma 2.0.
For The Script Room, the campaign represents an opportunity to demonstrate its approach to brand building: combining a clear understanding of business ambition with culturally relevant storytelling that can create an emotional connection with consumers.
Links to the three films:
- Marie Film:
https://drive.google.com/file/d/18aR-TnWcvkWrn0MXHBPetnw07mGHVS1L/view?usp=sharing
- Butter Film: https://drive.google.com/file/d/1aWCF5wZhDREsUEJSN4jtUMU1O4fLpXF9/view?usp=sharing
- Cake Film:
https://drive.google.com/file/d/1T-GHPdCgcJAw3v6FyHJ5oMtUHIQBOyP9/view?usp=sharing
About The Script Room
The Script Room is a creative and communications agency that helps brands build relevance through strategic thinking, distinctive storytelling and ideas rooted in culture and consumer behaviour. The agency works with brands to develop communication that is not only creatively compelling but also aligned with their larger business and growth ambitions.
